• by Jack Loechner , Staff Writer @mp_research, December 6, 2013

According to a new study and report by Keith Nissen, MRG Co., multitasking while watching TV has become a hot topic within the TV entertainment industry.  Everyone is seeking to understand how we will use our second-screen devices and especially how they will be used in relation to the TV programs we are watching.  During 2013. multitasking behavior in the US has evolved at the expense of non-multitaskers and those who multitask unrelated to television.

Multitasking Behavior While Watching TV (% of Tablet/Smartphone Users)
Behavior	1st Q 2013	3rd Q 2013
Non-multitaskers	48%	40%
Multitasking unrelated to TV	36	39
Multitasking related to TV	16	21
Source: MRG, November 2013

The primary research data used for this analysis was collected from online surveys conducted in 1Q and 3Q 2013.  Survey respondents owning a smartphone and/or tablet were asked to categorize their multitasking behavior while watching TV.  Non-multitaskers represent those who indicated they do not often use their mobile device while watching TV.  A second group includes those that frequently multitask, but not related to the TV program they are watching.  The final group is TV multitaskers; those who frequently multitask related to the TV program they are watching.

According to the report, the survey data confirms that, in general, multitasking while watching TV is a growing trend and that an increasing number of US adults are becoming TV multitaskers. The data shows that most TV multitaskers are younger adults between the ages of 18-35.  The 35-44 age group is rapidly adopting mobile device multitasking, but still lags the younger adults in performing TV-related multitasking activities.

Multitasking Behavior While Watching TV (By Age; 3Q 2013; % of tablet/smartphone users)
	Age Group
Multitask Behavior	18-24	25-34	35-44	45-54	55-64	65+
I do not use my TV and my smartphone/tablet at the same time very often.	20%	24%	27%	45%	61%	81%
I multitask often, using my smartphone/tablet only for activities unrelated to what I am watching on TV (i.e. txt, social networking, Internet searches).	43%	47%	51%	39%	26%	13%
I multitask often, using my smartphone/tablet for activities that are sometimes related to what I am watching on TV.  (e.g. view a trailer, social network about TV shows, etc.)	37%	29%	22%	15%	13%	6%
Source: MRG, November 2013

TV multitasking behavior during 2013 grew in all age groups:

TV Multitasking by Age (Approx % of Tablet/Smartphone Owners)
Age Group	1st Q 2013	3rd Q  2013
18-24	24.5%	37%
25-34	27	28.5
35-44	20.5	21.5
45-54	10.5	15
55-64	7.5	12.5
65+	7	5
Source: MRG, November 2013

Technology adoption attitudes also play a major role in adopting TV multitasking behavior, says the report.  As smartphones and tablets have achieved mass market acceptance, device ownership has progressed from leading edge and early technology adopters to those less motivated by technology.  These individuals have more traditional views on device use and do not necessarily adopt the same device use behavior as technology mavens.

The growth of TV multitasking behavior during 2013 by technology attitude category indicates that the percentage of leading edge adopters performing TV multitasking has grown substantially over the past six months.  Early technology adopters are close followers, showing slightly less growth in TV multitasking.  These two groups represent about one-third of total US adults.

Those that typically wait until a technology is proven to work well (proven tech group) represent about 40% of US adults.  During 2013, a large number of these individuals have adopted multitasking behavior, says the report. While the overall percentage of TV multitaskers within this group is small, they represent an impressive 11 million individuals.

TV Multitasking (% of Group)
Adoption Technology	1st Q 2013	3rd Q 2013
Leading Edge
Non-Multitaskers	29%	23%
Multitasking unrelated to TV	39	38
Multitasking related to TV	32	38
Early Adaptors
…Non-Multitaskers	34%	28%
Multitasking unrelated to TV	44	45
Multitasking related to TV	23	27
Proven Technology
Non-Multitaskers	51%	42%
Multitasking unrelated to TV	37	41
Multitasking related to TV	12	17
Source: MRG, November 2013

Overall, the research supports the conclusion that TV multitasking behavior is a growing trend, says the report. Older adults, as well as those less motivated by new technology are increasingly using their mobile devices to perform multitasking activities related to the TV program being watched.   As more TV programming is designed to encourage audience participation, TV multitasking is likely to play a major role in the next-generation TV viewing experience.

For additional information from MRG, please visit here.