02_Elements/Icons/ArrowLeft Back to Insight
Insights > Media

The new normal of many fireflies: 30% of Taiwanese TV viewers use mobile phones while watching TV

1 minute read | March 2016

How much time do you spend watching TV a day? How much time do you spend online? According to the latest 2015 media survey by Nielsen Media Research, 88% of Taiwanese consumers aged 12-65 watch TV, and TV is still ranked among the top five media (TV, newspapers, magazines, radio and the Internet) First, the average time spent on TV is 2 hours and 42 minutes, a slight decrease of 8 minutes per day compared to last year.

The second largest media, the Internet, has increased its exposure ratio by 10 percentage points to 79% compared with last year, which means that nearly 80% of consumers aged 12-65 go online. Among them, among consumers aged 12-39, the Internet contact rate In addition, the Internet is also the second largest media among consumers of baby boomers aged 50-65, with 46.6% of the baby boomers going online yesterday.

Taiwanese consumers spend an average of 3 hours and 38 minutes a day online, although a slight decrease of 11 minutes from 2014, but on average they spend more than one full day (more than 25 hours) online a week.

Multi-firefly new normal

While watching TV, viewers also use other media, such as newspapers (6.7%), magazines (3.9%), and listening to the radio (2.6%), but the other two screens—the internet and mobile phones—are the most distracting for TV viewers , about a quarter (24.4%) of viewers watch TV while surfing the Internet, an increase of 6.2 percentage points compared with 2014, and more than 31.8% of viewers watch TV while playing with mobile phones, an increase of 5.6 percentage points compared with 2014 , In addition, another screen – tablet, 6.8% of TV viewers watch TV while also using a tablet.

To learn more about the “2015 Nielsen Media Use Behavior Research Report”, please click “Request Download Report” on the right column

Continue browsing similar insights

Our products can help you and your business

  • Consumer & Media View

    Access syndicated and custom consumer research that will help you shape successful brand, advertising and marketing…

  • NCSolutions

    Maximize CPG advertising effectiveness with data to better segment, optimize and enable sales-based outcomes.