Watching TV? Not without a tablet or smartphone, says study
NEW YORK, April 9 — Americans and Europeans are switching on to multi-screen viewing. They are more content to watch the TV when they have a second companion device such as a tablet or a smartphone by their side.
A recent study published by market tracker Nielsen found that close to nine out of 10 people who owned a tablet or a smartphone used the device when they sat down in front of the TV at least once over a 30-day period.
When the TV is no longer smart enough. — Picture courtesy of shutterstock.comForty-five per cent of Americans said they used a tablet while watching the TV daily while over a quarter (26 per cent) said they tapped away at their tablet while watching TV several times a day. Smartphone owners in the US showed a similar predilection to dual-screen viewing. Forty-one per cent said they used their smartphone at least once a day while tuned in.
“British daily usage of smartphones or tablets while watching TV rivalled that of the US,” said Nielsen, which found that close to a quarter (24 per cent) of respondents in the UK used their device several times a day while the TV was switched on.
“The most frequent tablet or smartphone activity across all countries while also watching TV was checking email — either during a commercial break or during the show,” said Niesen.
“Yet device owners also seem to engage with content related to the TV as well, either by looking up information related to the show or looking for deals and general information on products advertised on TV.”
Smartphone and tablet users in Germany and Italy were the least likely to split their attention between the two screens. Twenty-nine per cent of tablet owners in the two countries said they never switched on the TV when they were using their tablet.
Even less combined smartphone use with TV viewing. Thirty-five per cent of Germans and 34 per cent of Italians said they never shared TV time with their smartphone.
According to a new study by the Consumer Electronics Association (CEA) in the US, smartphones and HDTVs are the top two devices people are planning to buy over the next 12 months.
More than one in five households in the US are planning to buy a smartphone in the next year while 17 per cent say they hope to buy a HDTV.
“Consistent with past research and trends we are seeing, tablets and smartphones will continue their dominance in the marketplace over the coming year,” said Chris Ely, CEA’s manager of industry analysis.
“As consumers continue to integrate these mobile connected devices into their everyday lifestyles, we expect to see an increase in ownership of all-in-one devices and related content.” — Relaxnews
