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TV Viewers Tap Tablets to Enrich Viewing Experience

19 Sep, 2012 By: Doug McPherson

NEW YORK – Nearly two–thirds of tablet owners watch TV while they use their tablet, says a new report from GfK MRI, a research firm that studies American consumers. What are they doing on those tablets as they view? Most often, posting comments about a show on social media websites or responding to ads.

Nearly 30 percent of two-screen viewers use their tablets to look up more information about a product advertised during a show they were watching and 12 percent bought a product advertised during a show.

Risa Becker, senior vice president, research operations, at GfK MRI, says in a statement that two-screen viewing “has quickly become widespread” and is being used by consumers “to more fully engage with TV programs.”

She adds that she believes this is particularly good news for marketers, because having a tablet at hand makes it easier for consumers to respond instantly to commercial offers while they are top of mind.

When using their tablets and viewing TV, many two-screen viewers use the devices to enhance their TV–watching experience by:

  • Posting comments on Facebook, Twitter, a blog or another website regarding a show being watched: 34 percent
  • Visiting a network or show’s website, fan site or app: 25 percent
  • Getting information related to a show being watched: 21 percent
  • Watching a video clip related to a show being watched: 16 percent
  • Voting in a contest related to a show being watched: 11 percent
  • Chatting live about a show being watched: 9 percent

As for where most of their attention is when viewing two screens, 36 percent say on their tablets, 36 percent report they were equally focused on TV and their tablet and 28 percent say their primary focus was on the TV screen.

About the Author: Doug McPherson

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