Saturday, April 28, 2012

Report: 69% Of Tablet Owners Watch TV And Surf The Web Simultaneously

  • Teens used a game console for eight minutes a night, on average, during primetime – more than twice as much as the general TV population.
  • When watching TV and using their tablet simultaneously, male tablet users were more likely to look up information related to a TV program while females were more likely to up look info related to a TV ad.
  • Females spend 61.2 percent of their timeshifted viewing during primetime watching Dramas.
  • Online adults aged 25-54 are 23 percent more likely than the average U.S. Internet user to follow a brand via social networking and 29 percent more likely to purchase a product online that was featured on TV.


Simultaneous TV and Tablet Usage (Q4 2011)
Activities while watching TVGeneral Population*P13-17P18-34P35-54P55+MalesFemales
Checked email site during the program61%52%58%65%65%58%64%
Checking sport score34%34%36%34%32%44%24%
Looked up coupons or deals related to an advertisement I saw on TV22%22%29%21%14%21%24%
Looked up information related to the TV program I was watching37%37%36%38%34%39%34%
Looked up product information for an advertisement I saw on TV27%29%28%27%22%25%28%
Visited a Social Networking site during the program47%62%50%47%33%44%50%
Visited a Social Networking site during a commercial break45%52%52%44%32%43%48%
Source: Nielsen
*Tablet users aged 13+