April 6, 2012
Data point: One eye on the mobile screen, one on the TV
The mobile is fast becoming a complement to or distraction from most other types of media platforms and content, with consumers hopping between screens. According to Q4 2011 research from Nielsen, almost 9 in 10 smartphone owners in the U.S. said they used a tablet or smartphone while watching TV at least once during a 30-day period, and significant percentages do so more frequently. U.K. consumers are a little less likely to media-multitask, while German and Italian TV viewers have a much more singular focus on the TV.
Nielsen reports that the most common second-screen activity is checking email. But as we see wider use of apps like GetGlue and Shazam—which is currently shifting focus from music to TV—more consumers will be integrating their consumption of online and on-screen content. For more on media multitasking and other mobile trends, check out our report 15 Ways Mobile Will Change Our Lives, available for download here.