A survey by international market researcher Nielsen has revealed the extent that TV viewers in the US, UK, Germany and Italy use a ‘second screen’ of a smartphone or tablet computer while watching broadcast TV.
In the US, around 85% of smartphone and tablet owners used their device while watching TV at least once a month. For more than a quarter of tablet owners, this was several times each day. Nearly 80% of UK smartphone and tablet owners use their device as a second screen while watching TV, and 26% will use two screens simultaneously several times a day.
Usage of a second screen was found to be least in Germany and Italy but still over 65% of owners used their handheld device while watching TV once a month or more.
Nielsen found that checking emails was the most popular use of the second screen but increasingly viewers were looking up information related to the TV show or products advertised.
Visit www.nielsen.com for further information