Some weeks ago, I have written about ConnectedTV as the new hype. And we have acknowledged that mobile apps and TV have got TV prime time as the main usage time. Still, we don’t really know how much people use mobile and TV at the same time. A new study sheds some light here…
According to a new survey issued by Yahoo and Razorfish, 80% of web-enabled mobile device owners say they multitask while watching television. They rely on smartphones and tablets to communicate with friends and family. They look up content which is related to the program they’re watching. They might also access information which has no relationship with the TV program.
And the combined usage of mobile and TV is not low. The study shows that 70% of mobile multitaskers use both platforms at least once per week. 49% even report multitasking daily. Over 60% use their mobiles at least once or twice during a TV program. And 15% don’t leave the mobile web for the time of the show they are „watching“.
The main categories for multitaskers are: reality, news, comedy sports, and food. The statement „Using the Internet on my mobile or tablet device while watching TV enhances my viewing experience“ was agreed by 38% of the respondents. Nevertheless, another 38% „find using mobile devices while watching TV to be distracting“. Text content leads all channels, beating talking, email, social networking and IM.
„This seems to be an opportunity for content producers and advertisers alike. Some people find multitasking to be a boon, and we have only begun to scratch the surface in terms of providing an engaging dual-screen experience. It’s like the early days of smartphones where it was remarkable that people were making purchases from sites that were not mobile-optimized. If folks were willing to go through that much effort, it stands to reason that making the experience easier and more streamlined will lead to even more passionate participants.“ Jeremy Lockhorn, Vice President Emerging Media, Razorfish
Some more findings from the study…
• 94% of multitaskers engage in some kind of mobile communication
• 58% of men „fact-check“ information on their mobile browser while attending a live sporting event, with 47% checking out scores of other games and player updates.
• 52% use their mobile device to escape awkward social situations
• 44% seek information unrelated to the current program – 38% searching for data related to it
• Apple’s iPhone 4S leads all mobile phone searches according to Yahoo Shopping data, followed by the Samsung Galaxy S2, the Samsung Galaxy Nexus, the Motorola Razr and the Nokia N9
Men seem to be more comfortable with mobile shopping processes. A former Performics study suggests that men are social shoppers and women the „Likers“. This study also finds that 70% of men under the age of 35 have made online purchases on their smartphones, compared to 64% of women in the same age demographic. And obviously the extention of TV to mobile starts to work: 36% say they go looking for more information related to a commercial they just viewed. Marketers need to start thinking multiscreen when planning their campaigns and ideally sync their mobile and TV campaigns immediately…