October 13, 2011
American consumers are increasingly connected and our recent survey
shows they are increasingly multitasking when it comes to multimedia.
Roughly 40 percent of tablet and smartphone owners in the U.S. used
their devices daily while watching TV, while only 14 percent of eReader
owners said they watched TV while using their device every day.
And what are smartphone and tablet owners doing while watching TV?
Checking email. Email was the top activity for both men and women
during television programming and commercial breaks. In addition, women
reported engaging in social networking more than men, while men checked
sports scores more often.
Advertisers should take note that while viewers may be splitting
attention between two (or three!) screens, 19 percent of smartphone and
tablet owners searched for product information and 13 percent searched
for coupons or deals while the television was on.
http://blog.nielsen.com/nielsenwire/online_mobile/40-of-tablet-and-smartphone-owners-use-them-while-watching-tv/
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