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.”
Tablets will reach around 75% to 80% as second screen to TV.
Reference to the original press release indicates these percentages are "in the last seven days." It's easy to misinterpret results as daily figures when the time frame isn't noted.
Direct marketers should readily agree that "having a tablet at hand makes it much easier for consumers to respond instantly to commercial offers while they are top of mind.” But, I would caution brand marketers that this line of thinking is counterproductive -- the years of missteps in online display advertising using DR tactics to try to drive brand results is ample proof of this. Brand preference is a process, not an event. Our tactics and measurement need to reflect this.