More than 90% of U.S. consumers are now multitasking while watching TV, according to a study from Deloitte, the audit, consulting, tax and advisory service.
Overall, 33% of all consumers typically browse the Web while watching TV. But less than 25% of all consumers’ multitasking activities are directly related to the program being watched.
Looking specifically at Millennial TV viewers -- 19-25 -- they engage in an average of four additional activities while watching
TV, including general surfing the Web, using social media behavior and text messaging.
Growing streaming video services continue to make a big impact with more than half of all consumers, and three-quarters of millennials, watching movies and TV shows via streaming on at least a monthly basis. Millennials aged 26-32 who currently pay for streaming video have an average of three subscriptions.
The value of streaming services for subscribers has tripled in the last three years -- now at 61% from 17% in 2012.
With regard to new TV platforms and technologies, 35% of Baby Boomers ages 50 to 68 who binge watch do so once a week and average four episodes per sitting. Over half of U.S. consumers who binge watch choose television dramas.
The Deloitte study was produced by an independent research firm Nov. 5 to 19, 2015 from an online methodology among 2,205 U.S. consumers, with data weighted to the most recent U.S. census.
The viewing of TV is becoming interactive and personalized in many ways. The Deloitte study shows us that viewers are eager to be engaged and interact with the world around them. They seek to be entertained and could or would become a fan or advocate on the fly if they could. Today’s TV is not interactive so viewers go elsewhere.
They grew up on the web, why would they watch when they can interact. When they do interact, they emote feelings and contribute to the conversation, and that provides a bond that simply goes beyond viewing. As our phones today do so much more than make a call, TV is changing into something truly amazing.
I wonder how many millennials multitask while having sex? Just curious.