Who's On Second? Data Shows Half Of Mobile Device Time Spent With TV
At a time when so-called “second screen” activity seems to be the rage across the television industry, new research shows that slightly more than half of all minutes U.S. consumers currently spend with their mobile devices are spent while watching television.
The research, which was conducted by GfK Knowledge Networks as part of its ongoing MultiMedia Mentor tracking study, shows that 52% of minutes spent with both tablets and smartphones occur while users are watching TV.
The tablet behavior appears to have an upward age bias, with 67% of Baby Boomer (adults 35 to 49) tablet minutes vs. only 39% of adults 18 to 34 tablet minutes spent simultaneous with TV viewing.
Simultaneous use of smartphones and TV was about the same for both age groups -- 52% of smartphone minutes for the younger group, versus 48% for the older.
GfK KN Vice President-Media Robert DeFelice said the findings confirm that tablets are indeed the “new second screen.” He added that the data suggests potential value for advertisers and agencies running ad campaigns and “other applications” that leverage the simultaneous usage of TV and mobile devices.
“These extensions of the TV experience might include researching advertised products, texting friends about plot twists, or visiting TV program Web sites,” he said.
Recent MediaDailyNews Articles
-
Original 'Voice' Judges Return May 17, 5:41 p.m.
The original quartet of coaches for “The Voice” will return for the fifth season this fall. ... -
Van Wagner Partners With CineSport For Online Video May 17, 5:34 p.m.
Van Wagner Communications’ Sports and Entertainment division is joining forces with CineSport, partly owned by Van ... -
'Idol' Falls, 'Bang' Leads Thursdays May 17, 3:38 p.m.
TV broadcast networks environment is definitely shifting -- as evidence of last major night of the ... -
Sapient Revs Up 12%, Optimistic About 2013 May 17, 2:47 p.m.
Marketing services company Sapient reported first-quarter revenues of $292.6 million, up 12% from the same period ... -
KSE Finalizes Outdoor Channel Buy May 17, 11:08 a.m.
An entity controlled by sports entrepreneur Stan Kroenke has finalized its acquisition of the Outdoor Channel ... -
'Tonight' Still King Of Late-Night TV May 17, 10:49 a.m.
While NBC proceeds to sets up its late-night changes for next year, "The Tonight Show with ... -
U.S. Open Going Cable-Only, Moves To ESPN May 17, 9:18 a.m.
After decades on the network that saw stars from Ashe to Navratilova to Federer win, the ... -
USA Looks To Make Comedy King In The New Season May 16, 10:22 p.m.
What do you do when you’re the last network putting on the last event of the ... -
Comedy Central Goes Dark To Simulcast New Radio Channel May 16, 6:12 p.m.
For the first time since its tribute to Johnny Carson 20 years ago, Comedy Central will ... -
MGM Doubles Revs, 'Hobbit' Helps May 16, 5:56 p.m.
A big positive swing for MGM Holdings was seen in its first-quarter earning results, thanks to ...
1 comment on "Who's On Second? Data Shows Half Of Mobile Device Time Spent With TV".
Leave a Comment