During a recent interview with Media Magazine, Ogilvy’s Chief Digital Officer Brandon Berger offered up one of the most insightful remarks about mobile devices that I’ve heard: “We have this idea that the TV is the first screen, but where is the activity occurring? It’s occurring on the tablet or the mobile device, so which one is the priority screen?”
Given the attention that consumers devote to their phones and tablets, it seems clear that the most important screen has become the one that allows viewers to look up information, or buy products, or talk about what they’re watching.
To that end, this fresh data point from Ericsson about social TV will likely become a vital stat for our media business. The TV technology firm found that 62% of consumers use social media while watching TV on a weekly basis, and that figure is up 18% from 2011. Of those people who use social channels while the TV is on, a full 40% are talking about what they’re watching on TV.
Social TV isn’t just for millenials either -- 30% of consumers who talk about TV shows while they’re watching them are 45 to 59. Another statistic that speaks to the central role that mobile devices play is the finding that 67% of consumers use tablets, smartphones or laptops for “their everyday TV viewing, both for video consumption and to enable a social media experience while watching TV.”
But despite the growing popularity of on-demand viewing across many platforms, watching broadcast TV programming live is still the dominant viewing preference, the study found. Pair that insight with the social TV stat and you can see why a social TV strategy is so vital. Yes -- consumers are watching on other devices, but by and large they’re watching on TV and they’re often also talking about the show thanks to social networks on their phones or mobile devices.
Together, this research underscores how deeply habits are changing, and how essential it is for programmers and marketers to capture the TV viewer not only on the “first screen” but also on the screen they use for interaction -- the mobile one in most cases.
For its research, Ericsson conducted online surveys of about 12,000 consumers in the United States, United Kingdom, China, Spain, Sweden, Brazil, Taiwan, South Korea, Germany, Mexico, Chile and Italy.