This document summarizes survey results from 31 million surveys conducted in 88 countries regarding media consumption habits and how advertising influences purchasing decisions. Some key findings include: 82% of people browse online while watching TV, 84% use their mobile phone simultaneously; 80% said ads on TV and mobile influence purchases the most, while newspaper ads influence the least; 89% research products online before buying.

1. Media Multitaskers &
Purchase influence

2. On Device Research uses the mobile
internet to gain access to consumer
opinions at any time or place.
The company has conducted over 31 million
surveys in 88 countries, and has offices in
London, Dubai and Singapore.

3. Methodology + sample
• Mobile panellists answer survey in their browser
• Survey automatically optimised for their device
to offer best experience
• Sample is representative of the smartphone
owners in each country
• Sample of N=1,000 per country in: Kuwait, UAE &
KSA
• Profiled on age, gender, region, nationality and
income

4. Media Mul)taskers

5. When you watch TV, do you simultaneously..?:
Go Online (browsing websites)
YES: 82%
When you watch TV, do you simultaneously..?: Read a
Magazine / Newspaper
YES: 39%
When you watch TV, do you simultaneously..?: Use your
Mobile Phone
YES: 84%

6. 51%
Of people said they don’t read Print media nor listen to the Radio
Kuwait is the highest at 58%

7. 16%
Of people said they use Apps for 3+ hours per day

8. 62%
Of people in Kuwait prefer to use the App version rather than the website

9. 66%
Of people said they use their Smartphone for streaming
Kuwait is the highest at 73%
Only 39% use their laptop

10. 51%
Of people no)ce ads on Youtube
TV comes next with 44%
Lowest are Radio & Print with 16%

11. 47%
Of people said they would watch an ad on Youtube depending on the content

12. Purchase Influence

13. 80%
Of people said Ads on TV & Mobile influence their purchase decision making
Lowest influence was email ads with 32%
67% of people are influenced by Social Media

14. 29%
Of people said Ads in Newspapers don’t influence their purchase decision making

15. Highest: Electronics (37%)
Do TV adver)sements influence
your purchase decision on…
Lowest: Medicines (12%)

16. Electronics (31%)
Do ONLINE adver)sements influence
your purchase decision on…
Clothing (25%)
Auto (22%)
Financial Services (14%)

17. 89%
Of people research a product ONLINE before buying it

18. Nader Kobeissi
nader@ondeviceresearch.com
@naderkob
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