Recent data from Parks Associates indicates that U.S. consumers often turn to their mobile devices regularly while watching TV. The research firm said 22% of U.S. broadband consumers check or update their social network on a smartphone or tablet while watching TV, while 18% of U.S. homes with a smartphone or tablet use an app from their pay-TV provider to check TV listings, program their DVR, or watch TV programming. Those are solid numbers, demonstrating how quickly mobile devices have become vital “companions” while watching TV.

Younger viewers are increasingly likely to turn to their mobile phones first, even for TV-related activities. Consumers 18 to 34 are 70% more likely to look up TV listings via a mobile device, while 90% are more likely to look up info about what they’re watching, and twice as likely to research products and services while watching than consumers age 35 to 55, Parks said in the study it conducted with technology provider iMediaShare.

Among all smartphone and tablet users, about 40% regularly search for information about a product or service via a mobile device while watching TV. About 20% are accessing pay TV services from their service provider on the second screen.

However, the phone isn’t taking over as the primary viewing platform. It very much remains a complementary venue, because on average U.S. consumers are watching 30 hours of live TV each week and 90% watch programs regularly via the TV set, Parks said.

From the article, "Younger Consumers Using Mobile Devices For TV Listings, Remote Control" by Daisy Whitney.

Next: Cable and Broadcast in TV Everywhere's Bed; In-Stream Engagement Strong
Previous: Promotional Offers Can Lure Back Cord-Cutters

Be the first to leave a comment.

Have a comment? Login or create an account to start a discussion.