Viewers looking for more digital activities to satisfy content appetite
TNS released a report showing that television sets alone are no longer enough to satisfy the appetite for content-hungry viewers and they are simultaneously engaging in other digital activities, such as using social media, checking their e-mails or shopping online, Zawya reported. “Consumption habits of content-hungry viewers are changing rapidly despite remaining hooked to televisions,” said Steve Hamilton-Clark, CEO of TNS Mena. Report data shows that 64 per cent of TV viewers in Saudi Arabia and 50% in the UAE are engaged in other digital activities simultaneously, higher than the global average of 48%. Consumers in both Saudi Arabia and UAE markets tend to own up to four digital devices, in line with global figures. This, combined with demand for TV and video content on-the-go, is fuelling the rise of multi-screening or ‘screen-stacking’ behaviour – the use of multiple digital devices at the same time.