Some 36% of smartphone owners and 35% of tablet owners search for product or service information on the device while watching TV, according to new research by US-based Parks Associates.

In a new report, released ahead of the Connections connected home conference in Las Vegas next week, the market research firm said that consumers are increasingly using mobile devices and second-screen apps as alternatives to traditional remote controllers and interactive programming guides.

Citing second screen apps for shows like Glee and Breaking Bad, Parks Associates said that over one-third of device owners now regularly use apps to search for show-related information or to check listings.

“Younger viewers are driving this change in viewer habits. Over 25% of millennials (aged 18-30) with a smartphone engage in second-screen activity at least weekly while watching TV. Further, almost 20% of these millennials access pay TV programs via their service provider on their smartphone, a rate 1.6 times higher than the general smartphone population,” said Parks Associates senior research analyst Heather Way.

From the article, "Second screen interaction on the rise."

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