72% of the Canadian population declare they use a digital device while watching TV
As the battle for consumer attention continues to be driven by the proliferation of devices and platforms, consumers are more distracted than ever before.
According to Dentsu Aegis Network’s Consumer Connection System (CCS) survey, the Canadian population is experiencing a similar shift in TV viewing habits as 72% of the Canadian population declare they use a digital device while watching TV. This trend is also true for the Quebec population at 65%, lagging only slightly behind the national average. As a result, Canadian brands are competing to gain the attention of their target audience across multiple platforms and devices.
Furthermore, much like our US counterparts, Canadians are taking to Search and Social platforms to learn more about brands and products they’ve seen in TV ads. According to CCS data;
- 42% of Canadians and 38% of Quebecers use a Search Engine (such as Google) to find a brand/product they have just seen on TV
- 30% and 27% of Canadians and Quebecers respectively, search on Social Media for a brand or product they have just seen advertised on TV
The emergence of multi-screen viewing is a symptom of diminishing consumer attention span and based on our findings, this trend will only continue to grow. Brands who embrace this shift in consumer behaviour and are able to create an environment to tell their story in a more engaging and interactive way across device touchpoints will be successful.
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