Singaporeans use multiple screens for entertainment

Adults around the world remain hooked on TV but consumption behaviour has changed, according to global research consultancy TNS. TV content alone is no longer enough to satisfy us, driving the growth of online media and an activity called ‘screen-stacking’ as a result.

The TNS Connected Life  study of over 55,000 Internet users worldwide found that we now own approximately four digital devices each, rising to five among Singaporean, Australian and German respondents. This, combined with demand for TV and video content on-the-go, is fuelling the rise of multi-screening or ‘screen-stacking’ – the use of multiple digital devices at the same time.

Almost half of people (48%) who watch TV in the evening simultaneously engage in other digital activities , such as using social media, checking their emails or shopping online. This trend has really taken hold in Singapore and rises to three out of five (61%) people taking part in ‘screen-stacking’ activities whilst watching TV.

The desire to access our favourite TV shows at all hours of the day is also driving online TV usage, which extends our access to them. One quarter (25%) of those surveyed now watch content on a PC, laptop, tablet or mobile daily. This rises to one third (33%) in mainland China and Singapore and 32% in Hong Kong, where ‘phablets’ are increasingly popular.

Yet despite this surge in online consumption, 70% of respondents in Singapore sitting in front of the box every day. TV dinners are also alive and well, with 67% of viewers in Singapore watching TV while eating in the evening .

Many of the big global media companies are already taking advantage of growing online viewing trends, offering on-demand services such as toggle or mioTV GO which allow people to access premium content wherever they are through their phones or tablets.

Commenting on the findings for Singapore, Jon Foged, Managing Director, TNS Singapore, said: “It’s no surprise that people in Singapore are leading the trend in screen-stacking – strong legacy PC ownership and a real appetite for the latest gadget, coupled with strong island-wide data access has given us the ability to be online anytime, anywhere.

“This multi-tasking means advertisers need to think integrated more than ever before–planning campaigns and engagement activities that take into account our ‘digitally distracted’ way of life.”