The ARF has conducted a rigorous, single-source enumeration project called the Universe Study of Device and Account Sharing (DASH). This study produced a common set of unbiased measures describing account and device sharing and thus, provides a holistic view of these phenomena. The results produce a reliable universe estimate. The advantage is a more efficient, accurate and comprehensive alternative to current approaches and a reliable standard for the benefit of the industry and its consumers.
The study developed a comprehensive household device graph, which includes device ownership, sharing among household members and for what uses. It covers TV brands owned, what rooms in the household they are located in and what services they have. It also includes viewing habits and devices used to view TV.
We have partnered with NORC to create a comprehensive survey, covering personal and household usage and the sharing of devices, accounts and passwords.
The survey asked about viewing live and streaming services, account ownership and the sharing of streaming video and audio services. There were also questions on PC and other digital device usages, including gaming consoles. Further inquiries were made into email account usage and sharing, social media and business networking accounts, and all aspects surrounding e-commerce accounts, app use and privacy settings.
Moving forward, the ARF plans to conduct the study annually. A high caliber, granular study, DASH provides signals that can be used for cross-platform analysis, validating device and identity graphs, adjustments for the limited coverage of big data sets, householding and modeling of co-viewing.
For more detailed information, please contact DASH@thearf.org