TV Tops Second Screen For Viewers' Attention

Most TV viewers are not fully focused on the second screen when it comes to multitasking while watching traditional TV programs. More than three-quarters of TV viewers are “primarily focused” on watching TV programming.

Moreover, 45% of TiVo users -- and 35% of non-TiVo users -- said their “attention was directed only toward TV and not to anything else, while watching,” according to a new TiVo study on social media and multitasking.

Certain complicated plot line shows, like HBO’s “Game of Thrones,” demand viewer’s full attention; 73% of survey respondents agree “not to do other things while I am watching” those shows.

The highest Internet activities of those multitasking while watching TV: 27% are searching information; 7% are reading social media sites; 6% are reading Facebook posts; 5% are reading episode recaps/reviews; and 5% are reading online message boards.

At the same time, TiVo says among viewers who “almost always” multitasked, 24% used smartphones; 19% used tablets; 11% laptops/netbooks; 6%, desktops; and 1% portable game consoles.

Among those who have “ever” multitasked, 61% said smartphones; 49% said laptop/netbook; and 37% said tablet. TiVo’s online survey came from 1,660 homes from Oct. 16 through Nov. 7, 2013 -- 40% were TiVo subscribers, 48% non-subscribers and 12% from social-media sites.

TiVo says participants were over the age of 18 and watched at least seven hours of TV per week; the composition of the survey was consistent with the U.S. in terms of household income and age range.

"Watching TV" photo from Shutterstock.
Recommend (14) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.