The IAB’s Real_Living research, conducted by Sparkler, combined a quantitative online study with passive monitoring of app and online usage with in-home ethnography.
This deck looks further into the data from the passive digital activity monitoring element of the IAB's Real_Living research, providing insights into peoples' activities on their devices.
This deck uses data from the quantitative element of the IAB's Real_Living research to explore how people use different screens and the attitudes that people have towards different devices in the home
The IAB wanted to understand the difference between age groups using their devices in the living room
The IAB wanted to understand the difference between males and female device usage in the living room
The Real_Living study – carried out by award winning research agency, Sparkler – investigates the degree to which the rise of internet-connected devices has impacted the traditional TV watching living room dynamic, and how people really divide a finite amount of attention between different screens...