Television Viewing Now a Dual Screen Experience

Television Viewing Now a Dual Screen Experienceetween Mobile Devices and Platforms

Tablets Are Enhancing the Television Viewing Experience While Providing New Opportunities for Marketers

NEW YORK, NY — Television viewing has become a dual screen experience as almost two-thirds of tablet owners report using their tablets while viewing—often to post comments about shows on social media websites or to respond to advertising, according to the latest data from GfK MRI.

GFK MRI’s iPanel data found that 63% of tablet owners used their device while watching TV in the last seven days. This is significantly more than any other activity done concurrent with tablet usage. Not only is the percentage of two-screen viewers high, the behavior is not limited to just a few shows; 41% of tablet owners’ total TV viewing time is devoted to this form of two-screen viewing.

When simultaneously using their tablet and viewing TV, many two-screen viewers used their tablet to enhance their TV-watching experience. In the past seven days, two-screen viewers:

  • 34% posted comments on Facebook, Twitter, a blog or another website regarding a show being watched
  • 25% visited a network or show’s website, fan-site or app
  • 21% obtained information related to a show being watched
  • 16% watched a video clip related to a show being watched
  • 11% voted in a contest related to a show being watched
  • 9% live chatted about a show being watched

Moreover, in the past seven days, 28% of two-screen viewers used their tablet to look up more information about a product advertised during a show they were watching and 12% purchased a product advertised during a show.

“It’s clear that two-screen viewing has quickly become widespread and is being used by consumers to more fully engage with TV programs,” said Risa Becker, senior vice-president, Research Operations at GfK MRI. “This is particularly good news for marketers; having a tablet at hand makes it much easier for consumers to respond instantly to commercial offers while they are top of mind.”

Buyers See Smartphones, Tablets, and PCs as a Single Continuum of Connected Devices Separated Primarily By Screen SizeWhen it comes to consumer attention during two-screen viewing, 36% of concurrent TV/tablet users said their primary attention was on their tablet, 36% reported they were equally focused on TV and their tablet and 28% said their primary focus was on the TV screen.

Online Tools for Media Buyers and Planners
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