More evidence grows over multitasking
multiscreen viewing. Almost two-thirds of tablet owners -- 63% -- watch TV while using their tablets, per a study from GfK MRI.
The research says this is significantly more than any other activity done concurrently with tablet usage. Overall, 41% of tablet owners’ total TV viewing time comes from this type of two-screen viewing.
What kind of attention? Thirty-six percent of concurrent TV/tablet users said their primary focus was on their tablet, 36% say the focus was equal between the TV and tablet; and 28% said their primary focus was on the TV screen.
Most activity on a tablet during TV time? Social media. Thirty-four percent posted comments on Facebook, Twitter, a blog or another site regarding a show. Other TV-related stuff: 25% visited a network or show’s Web site, fan site or app; 21% looked for information of a TV show being watched; 16% watched a video clip about a show; 11% voted in a contest/event for a TV show; and 9% chatted live about a TV show.
Good news for advertisers: 28% of two-screen viewers used their tablet to look up more information about a product advertised during a show they watched and 12% purchased a product advertised during a show.
Risa Becker, senior vice president of research operations at GfK MRI, stated: "This is particularly good news for marketers; having a tablet at hand makes it much easier for consumers to respond instantly to commercial offers while they are top of mind.”