A study by BBC World News and BBC.com/news showed that news audiences expect to see advertising nearly as much on mobile as on TV and online.
Of those interviewed, one in seven users indicated they responded to a mobile ad in the last four weeks. The responses to TV and desktop ads stood at 20% and 25% respectively.
Interestingly, tablet owners watch more TV news, with 43% of tablet users saying they consume more TV than they did five years ago with 83% of tablet users saying they have used their tablets while watching television.
Jim Egan, CEO of BBC Global News said: “There’s been speculation for years that mainstream uptake of smartphones, laptops and tablets will have a negative impact on television viewing, but this study has found that the four devices actually work well together, resulting in greater overall consumption rather than having a cannibalising effect.”
Rather than competing, different platforms complement one another allowing people to layer their device usage throughout the day, the study indicated.
According to the study, smartphones and laptops are most popular throughout the working day, peaking at around noon while TV usage spikes drastically from 5pm onwards. At its peak time of 7pm, TV consumption is 50% higher than for any other device.
Results also indicated that in breaking news situations, users turn to television as their primary and first device, with the majority then turning to the internet to investigate stories further.
The study, conducted to view consumption of news in the digital age by InSites Consulting also saw that TV dominates overall usage, taking 42% of people’s news consumption time compared with laptops (29%), smartphones (18%) and tablets (10%).
It was done with more than 3,600 owners of digital devices in Australia, Singapore, India, UAE, South Africa, Poland, Germany, France and the US.