IAB UK Research: Real_Living: How devices compete for attention in the living room

1. Real_Living Research
01/04/16iabuk.net

2. Key findings: this unique data shows for the first time that ad
breaks don’t necessarily correlate with device usage
Source: App data, Tuesday evening visit data 6:30pm-9:30pm, Base: Total – 47 users
Pink Ad
breaks
Blue Device
usage

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19:25:23 19:32:54 19:40:24 19:47:55 19:55:25 20:02:56 20:10:26 20:17:57 20:25:27 20:32:58 20:40:28 20:47:59 20:55:29 21:03:00 21:10:30
By cross-referencing the EDA data with video footage of the family, we were able to
map what respondents were doing at a particular time.
It turns out that peak moments of attention come from
different sources
John’s 2nd evening data:
• Source: Biometric Monitoring Data, Male Participant, London, Friday 23rd October 2015 (19:25-21:12)
TV peak
Mobile peak
Laptop peak
Chatting peak
Key

4. Key findings: there are 5 active screens in the living room of this family of 4

5. A selection of press coverage
01/04/16 iabuk.net

6. A selection of press coverage
01/04/16 iabuk.net

7. A selection of tweets
01/04/16 iabuk.net