There is an emerging trend of consumers seeing double with television, and not because they need glasses. As our society grows increasingly ADD, consumers are now relying on their smart phones and tablets to add to the television experience. Nielsen Wire has recently commented on this trend.
The article, originally posted by Nielsen Wire on April 5th, says:
“Whether to check email or to look up program or product information, watching TV while using a tablet or smartphone is more common than not according to a Q4 2011 Nielsen survey of connected device owners in the U.S. , U.K., Germany and Italy. In the U.S., 88 percent of tablet owners and 86 percent of smartphone owners said they used their device while watching TV at least once during a 30-day period. For 45 percent of tablet tapping Americans, using their device while watching TV was a daily event, with 26 percent noting simultaneous TV and tablet use several times a day. U.S. smartphone owners showed similar dual usage of TV with their phones, with 41 percent saying their use their phone at least once a day while tuned in.
Device owners in the U.K. also logged heavy usage for tablets (80%) and smartphones (78%) while watching TV. British daily usage of smartphones or tablets while watching TV rivaled that of the U.S.. Nearly a quarter (24%) of those surveyed claiming to use their device several times a day while watching TV.
Italians and Germans were the least likely to use a device while watching TV. In both countries, 29 percent of users said they never use a tablet and TV together and 34 of Italians and 35 percent of Germans said they don’t use their smartphone while watching TV.”
The article includes visuals which can be found here.
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