• by Tyler Loechner , Staff Writer @mp_tyler, August 19, 2014

Recent data from Nielsen Social says that over 80% of TV watchers are using a “second screen” while watching, and Deirdre Bannon, VP of product at Nielsen Social, on Tuesday took a deeper dive into the company’s findings at the Mobile Insider Summit in Tahoe, Calif.

She said that brands in the consumer electric or technology categories are most tweeted about, but CPG brands are “more reliant on social TV audiences to drive conversion” than electronic or tech brands, said Bannon, because CPG brands won’t be tweeted about much otherwise. People don't often tweet about their shampoo, after all.

“[Consumer electronics and technology] are things people talk about and are excited about anyway,” said Bannon.