On top of that, 27% of consumers watch no live TV at all.
It’s no secret that shoppers have mixed feelings about adverts, with nearly two thirds of Christmas shoppers claiming to avoid watching any ads at all on TV, and a further 27 per cent of viewers admitting to either leaving the room or using a set-top-box to skip through adverts.
However, while some shoppers claim to be moving away from ads more generally, 65 per cent say they have had an idea for a gift after seeing an advert, with another 35 per cent saying they have purchased a gift following seeing an ad, proving that effective and engaging advertising across digital, OOH and TV still have an impact on shopping behaviour.
Further, one in five shoppers say they will rely on adverts to inform them of potential gifts, offers, and products this season, meaning advertising will significantly influence the more than £500 shoppers plan to spend this Christmas.
“Whether they are watching TV, using a mobile device or browsing the web on a desktop computer, the way consumers are engaging with media is changing rapidly and that means delivering relevant adverts on the right screen and at the right time has become increasingly challenging,” said Gavin Stirrat, vice president of partner services, EMEA at OpenX.
“Our new research with The Harris Poll found that although media consumption patterns among UK consumers are changing, the overall effectiveness of advertising has stayed consistent, and there is still huge potential for advertising when done right. Marketers need to take notice of these trends in behaviour and embrace a range of ad strategies to make sure their campaigns are effective while delivering a good experience for consumers.”