ITV LIVES continues to explore the lives and behaviours of the TV viewing population and Wave 3 includes the latest data around technology, dual screening, social media, TV viewing and online usage.
95% of Social LIVES now own a smartphone and 45% own a tablet. This means brands should be embedding their campaigns across multiple touchpoints to reach them effectively.
There has been a huge increase in the number of Connected LIVES 'Shopping' whilst watching TV in this wave. Optimising online shopping experiences for tablet devices should be key for advertisers.
Event TV remains hugely popular for Busy LIVES and in particular, watching with their families. Tablet usage during these event TV moments is also on the rise so brands should also consider dual screen ad solutions.
Traditional LIVES still watch the most television of all LIVES groups. Brands need to have a strong broadcast media presence in order to target them effectively.