Nielsen: Second-Screens Are Changing Consumer’s TV Habits


Close to half of smartphone owners and tablet owners said they use their mobile devices as a second screen while watching TV, according to a new survey by Nielsen.

Over two-thirds of these consumers claimed to have used these second screens multiple times a week during Q1 2013.

The survey looked at what tablet or smartphone activities consumers are partaking in while simultaneously watching television. The survey aimed to find out if consumers are using second screens while watching TV as mere distractions or if they were trying to engage more deeply with the content they were watching. Nielsen found that the answer was both.

Among tablet owners, 76 percent looked up information in general, 68 percent surfed the web, and 53 percent visited a social networking site. But almost half of tablet owners looked up information on actors, plotlines, athletes, or teams, and 20 percent purchased a product or service that was being advertised.

A much higher percentage of tablet owners versus smartphone owners used their second screen to engage with the show they were watching or to post something about it. About 15 percent of tablet users said they watched certain TV programming because of something they read on a social media site.

Nielsen’s Q1 2013 Cross-Platform Report found that smartphone users spend an average of nine hours every month connecting with social media from their mobile device, while tablet users spend an average of four hours each month.

Continue reading on www.clickz.com



Categories: Measurement, Research

Tags: ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Gigaom

Technology news, trends and analysis covering mobile, big data, cloud, science, energy and media

The healthy rawr chic

You must be willing and determined to achieve a state of mind, body, and soul beyond what this world imagines could be possible. —Mayra Mejia BA MS

Brand Leadership Blog

The leading forum worldwide for executives and researchers addressing the challenges of building and sustaining great brands

INSIDEDIGITAL

Intelligence for Brand Marketers

Digital Buzz Blog

INTELLIGENCE FOR BRAND MARKETERS

ciaobasta

Startups, entrepreneurs, ideas. Let's make it informal

Brian Solis

INTELLIGENCE FOR BRAND MARKETERS

HubSpot Marketing Blog

INTELLIGENCE FOR BRAND MARKETERS

ReadWrite

INTELLIGENCE FOR BRAND MARKETERS

Marketing Pilgrim - Internet News and Opinion

INTELLIGENCE FOR BRAND MARKETERS

advergirl

INTELLIGENCE FOR BRAND MARKETERS

Posts from the Econsultancy blog

INTELLIGENCE FOR BRAND MARKETERS

Get Elastic Ecommerce Blog

INTELLIGENCE FOR BRAND MARKETERS

%d bloggers like this: