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Multiscreen Viewing Gains on the TV Set

6 Feb, 2013 By: Doug McPherson

AMSTELVEEN, NETHERLANDS – A new study says U.S. consumers are clutching more than just the remote control when watching TV – they also like their smartphones and tablets close by. About 60 percent of U.S. TV viewers said this, but added they still want to watch their shows on a TV set, according to a report by KPMG International.

More than 40 percent say they watch TV and surf the Internet via a laptop or PC, while 17 percent watch TV and access the Web via a smartphone. And 22 percent watch TV and use a social networking site at the same time.

About 14 percent prefer to watch TV via their mobile or tablet for greater flexibility – mostly coming from what the report says are largely “mobile-centric consumers” who are 25-34 years old.

The study polled more than 1,000 consumers in the U.S. (9,000 globally) and found that 40 percent own, or intend to own, a smartphone sometime in 2013 compared to 53 percent globally; 26 percent own or plan to purchase a tablet during the next 12 months, the same percentage as global numbers. Urban consumers in China, Brazil and Singapore are now the world’s biggest users of digital/mobile media.

Paul Wissmann, national leader of KPMG’s U.S. Media & Telecommunications practice, says smart TVs now indicate how the digital transition is accelerating “to coincide with the demand of today’s consumers to access anything, anywhere and at any time. The smart TV is beginning to reveal itself as the next disruptor.”

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