Watching videos related to a television programme or channel is the most popular use, among nearly half of those using such apps, followed by looking up further information about a programme or checking programme times. Reading or making comments about a show are significantly less popular, each accounting for around a quarter of users.

“The latest round of apps is from content providers, not satellite and cable-TV companies,” said John Barrett, the director of consumer analytics at Parks Associates, which conducted the research in the United States. “They want to increase viewer loyalty to their shows and enhance the viewing experience with second-screen activities.”

“Companies in the television industry are experimenting with several approaches to TV-related apps for mobile devices,” said Brett Sappington, director of research. “Some are already noting several benefits, including greater viewer immersion, the ability to appeal to viewers outside of the broadcast window, and new aspects to storytelling. However, the most important implication may be for advertising. As consumers increasingly tune into mobile devices during commercial breaks, these apps provide a way to keep viewer attention.”

From the afticle, "Smaller screens compete for attention."

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