The study – Screen Life: TV in demand – is the second phase of Thinkbox’s Screen Life studies and will examine how and why people are watching TV, how viewers choose between linear TV and VoD and attitudes towards new screens such as tablets and smartphones using both qualitative and quantitative techniques.

The quantitative research will use mobile diaries to record viewing habits in near real time and the qualitative research will make use of Flamingo’s Fieldnotes app, which allows viewers to capture and share their answers wherever and whenever they are, using text, photo and video.

Thinkbox said that the study was aimed at helping markets understand different TV behaviours and the effects they have on how TV advertising works.

Neil Mortensen, Thinkbox’s Research and Strategy Director, said: “As TV expands on to new screens and our appetite for on-demand increases, marketers need to understand what this all means for their brands and what the opportunities are.”