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
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
-- 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
To download the comprehensive Rogers Innovation Report, visit the SlideShare
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
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
TorontoStock 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 visitwww.rogers.com.
Michelle Kelly Rogers Communications Michelle.firstname.lastname@example.org (416)
Image with caption: "Survey shows that the majority of Canadians are marathon
viewers and multiscreen taskers, results are summarized in the following
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