Revealed: multi-screen users' receptivity to advertising

Despite having the highest smartphone penetration of any other country, the UK is still in love with the television and continues to use it as the 'primary screen', according to the latest AdReaction report from Millward Brown.

The study, which is the first in the world to reveal the use, behaviour and receptivity to advertising of multi-screen users, shows that in the UK people spend more time daily than any other country watching TV - an average of two and a half hours a day or 36% of 'screen time'.

The findings also reveal that TV takes centre stage in the evenings, when tablet usage also peaks (55 minutes or 13% of time daily) - with daytime screen time dominated by smartphones (111 minutes or 27% of time daily) and laptops (97 minutes or 24% of time daily).

In a statement issued on Monday, Millward brown said: "As people increasingly use more than one screen to access content, they are consuming more content in less time. A typical multi-screen user in the UK, for example, consumes just under seven hours of screen media over the course of a day in just five hours. This means they are using two screens at the same time for two hours every day."

http://mediatel.co.uk/newsline/2014/03/17/revealed-multi-screen-users-receptivity-to-advertising/