What Type of TV Viewer are You?

New Rogers Innovation Report reveals majority of Canadians are marathon viewers and multiscreen taskers

Longest TV marathon viewing session averages almost seven hours on a weekend

Nine out of 10 adults 34 years and under watch content on smartphones, tablets or laptops  

TORONTO, June 10, 2013 /CNW/ - Do you consider yourself a TV aficionado? Do you watch more than three TV episodes in a row? Is your tablet and smartphone always by your side when you're channel surfing? Are you willing to forgo sleep and a shower to spend a few more minutes watching your favourite characters?  If so, you're not alone.  The latest Rogers Innovation Report reveals that Canadians' love affair with their TVs continues and that technology is significantly changing where and how they watch it.

Established in 2011, the Rogers Innovation Report regularly explores connected Canadians' views on technology. This latest issue gauges Canadians' TV viewing habits and how technology is fueling content consumption. The report shows that a majority of Canadians participate in TV marathon sessions, access TV entertainment on smartphones and tablets, and are using social media to enhance their viewing experiences.

"Canadians have an insatiable appetite for compelling content and technology is driving a transformation in how we consume entertainment. Viewers are diving deeper into plots and storylines, pressing play on one episode after another," said David Purdy, senior vice-president, content, Rogers Communications. "We've become entertainment multi-taskers, using smartphones and tablets to stream content, and to stay plugged into social media."

Technology that controls and customizes TV experiences is playing a more significant role in how Canadians consume content. Access to on demand content can spur long viewing sessions. Nearly half of the respondents who use this service also admit to marathon viewing -- sequentially watching three or more episodes or two or more movies.

While TV screens are the main attraction, place-shifting has increased in popularity as more Canadians watch content on secondary screens.  In fact, 71 per cent of respondents said they tune into their favourite TV shows on their smartphones, tablets and laptops.

The report reveals the following Canadian viewing trends -- from the typical viewing session and the gender divide, to the most common (and uncommon) places to watch TV: 

• The TV Marathon Generation: More than 80 per cent of Canadians have watched three or more TV episodes or two or more movies back-to-back this year. The longest consecutive viewing session averages more than five hours on a weekday and almost seven hours on a weekend. Those 34 years of age or under are the highest volume viewers; more than half of those watching multiple episodes find it difficult to 'wait to find out what happens next.'
• Screen Love: On average, Canadians say they fit in 22 hours of TV viewing per week, while one in 10 watches more than 40 hours per week. Next to TV screens, computers and laptops (57 per cent and 60 per cent, respectively) are the most commonly used screens to view content, followed by smartphones (42 per cent) and tablets (23 per cent). Those age 34 or under are more likely to watch content on second screens (nine out of 10).
• The Multiscreen Tasker: Seven out of 10 Canadians who own a smartphone, tablet or computer use one of these devices while watching television. They use the second screen to look up information online (more than a third), monitor social media activity (one out of five) and text friends (one out of five).
• TV Joins Canadians in the Bedroom and the Bathroom: More than half of Canadians who view content on a smartphone or tablet continue to watch TV in bed, while one out of 10 tune in while they are in the bathroom and at work.
• Screen Time vs. Snooze Time: Eight out of 10 Canadians admit to sacrificing sleep so they can watch more TV. Men are twice as likely as women to show up late for work the next day due to lengthy viewing sessions.
• Canadians Love to have a Laugh and Relax:  Canadians can laugh it off; six out of 10 viewers watch a copious amount of comedy, while half are engrossed in action and / or drama. Also, one out of 10 Canadians confess to paying less attention to their personal appearance and almost half have admitted to neglecting their household chores as a result of marathon viewing.
• Remote Control, men vs. women: Chivalry is alive and well. In adult-only households, men are more likely than women to claim they "let their partner decide what to watch". Men have a stronger love affair with their TV; participating in longer TV viewing sessions (7.2 hours on average vs. 6.3 hours). When consuming a large amount of content at once, men prefer sports, while women opt for drama.
• TV is the Guest of Honour:  Almost half of Canadians have hosted or attended a viewing party in the past year, with the majority starring sports, followed by multiple movies and some or all of a season of a TV series.

Are you curious to know what kind of TV viewer you are? A Multi-Tasker? Marathon Viewer? Find out here by submitting answers to our Rogers Innovation Report infographic.

To download the comprehensive Rogers Innovation Report, visit the SlideShare link here

About the Survey

Rogers Communications commissioned Head Research to conduct a national survey of n=1,000 respondents among adult Canadians, along with an additional n=275 interviews in New Brunswick and Newfoundland & Labrador in order to allow for regional-level reporting. National-level data has been weighted to reduce the influence of New Brunswick and Newfoundland & Labrador back to their non-augmented proportions.

Respondents were sourced from available non-probability based panels.  The national sample size of N=1,275 provides a statistical margin of error of +/- 2.7%, 19 times out of 20, assuming panellists do not differ from panellists, and respondents do not differ from respondents.  Analyses of sub-groups are subject to a larger margin of error due to the smaller size of such groups.

Fieldwork was conducted between April 3 and April 8, 2013.

About Rogers Communications
Rogers is a diversified Canadian communications and media company. We are Canada's largest provider of wireless voice and data communications services and one of Canada's leading providers of cable television, high speed internet and telephony services. Through Rogers Media we are engaged in radio and television broadcasting, televised shopping, sports entertainment, magazines and trade publications, and digital media. We are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE: RCI). For further information about the Rogers group of companies, please visit www.rogers.com.

Image with caption: "Survey shows that the majority of Canadians are marathon viewers and multiscreen taskers, results are summarized in the following infographic. (CNW Group/Rogers Communications Inc.)". Image available at: http://photos.newswire.ca/images/download/20130610_C6324_PHOTO_EN_27697.jpg

SOURCE: Rogers Communications Inc.

Michelle Kelly
Rogers Communications
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