April 2-3, 2019
Facebook IQ commissioned an in-home eye- and device-tracking study involving Facebook users in six countries (Brazil, France, Germany, Indonesia, the United Kingdom and the United States). The research revealed that during an evening in front of the TV, people also looked at their smartphones 31 percent of the time and, most often, they were looking at a social app. In fact, on average more than half (55 percent) of participants’ mobile time was devoted to Facebook, Instagram, WhatsApp and Messenger.
Multiple studies have shown that people associate TV and mobile with complementary experiences: relaxation and connection. We also know that live TV content – whether it’s a political debate, a reality TV show, a royal wedding or a football match – may be more enjoyable when discussed in real-time with fellow fans.
Where do TV viewers focus attention?
Once we understood how TV viewers divided their attention between screens in general during a TV session, we went a step further, analyzing the data to see where TV viewers focused their attention during non-ad TV programming and TV ads specifically. We found that during TV shows, TV viewers paid attention to mobile 28 percent of the time and during TV ads they paid attention to mobile more than half the time.
What it means for marketers:
We leveraged behavioral data to first identify target audiences. Once these customers were identified, we sent them a custom survey that explored media preferences, content preferences and live journalism formats. [...]