Home  › Stats › Audience/Traffic
three-screens

Nielsen: Second-Screens Are Changing Consumers' TV Habits

  |  June 19, 2013   |  Comments

Close to half of smartphone owners and tablet owners said they use their mobile devices as a second screen while watching TV, according to a new survey by Nielsen.

Close to half of smartphone owners and tablet owners said they use their mobile devices as a second screen while watching TV, according to a new survey by Nielsen.

Over two-thirds of these consumers claimed to have used these second screens multiple times a week during Q1 2013.

The survey looked at what tablet or smartphone activities consumers are partaking in while simultaneously watching television. The survey aimed to find out if consumers are using second screens while watching TV as mere distractions or if they were trying to engage more deeply with the content they were watching. Nielsen found that the answer was both.

Among tablet owners, 76 percent looked up information in general, 68 percent surfed the web, and 53 percent visited a social networking site. But almost half of tablet owners looked up information on actors, plotlines, athletes, or teams, and 20 percent purchased a product or service that was being advertised.

A much higher percentage of tablet owners versus smartphone owners used their second screen to engage with the show they were watching or to post something about it. About 15 percent of tablet users said they watched certain TV programming because of something they read on a social media site.

Nielsen's Q1 2013 Cross-Platform Report found that smartphone users spend an average of nine hours every month connecting with social media from their mobile device, while tablet users spend an average of four hours each month.

Image on home page via Shutterstock.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Caitlin Rossman

Caitlin Rossman was Associate Editor at ClickZ until September 2013, where she had been working since 2009. She previously worked as a Copy Editor for The New York Post. Caitlin received her BA in journalism from New York University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...