Totally agree with this POV that context around a multi-screen life rather than screen type may help you think through who sees what, when and why.
We also saw examples of small screens, such as smartphones, being used to watch ‘large screen’ content despite a TV being present in the room. “When I go to my boyfriend’s parents and they’re watching a film that I don’t really want to watch, I just get out my iPhone and put my earphones in so I can watch something else,” explained 31-year-old Hayley, of Yorkshire…
Categorising screen behaviours might help us take important planning decisions about what roles different screens can play throughout a campaign. However, our research highlights how important it is to remember that human behaviour does not adhere to neat categorisations and is, instead, often driven by pragmatic and emotional needs – such as the girlfriend who doesn’t want to leave her boyfriend’s side to catch up on her favourite TV series.
