The latest data from GfK MRI’s iPanel show that almost two-thirds of tablet owners watch television while also using their tablets—often to post comments about a show on social media websites or to respond to ads.
According to the iPanel data, 63% of tablet owners used their device while watching TV in the last seven days. This is significantly more than any other activity done concurrent with tablet usage. Not only is the percentage of two-screen viewers high, the behavior is not limited to just a few shows; 41% of tablet owners’ total TV viewing time is devoted to this form of two-screen viewing.
When simultaneously using their tablet and viewing TV, many two-screen viewers used their tablet to enhance their TV-watching experience. In the past seven days, two-screen viewers:
• Posted comments on Facebook, Twitter, a blog or another website regarding a show being watched: 34%
• Visited a network or show’s website, fan-site or app: 25%
• Obtained information related to a show being watched: 21%
• Watched a video clip related to a show being watched: 16%
• Voted in a contest related to a show being watched: 11%
• Live chatted about a show being watched: 9%
Moreover, in the past seven days, 28% of two-screen viewers used their tablet to look up more information about a product advertised during a show they were watching and 12% purchased a product advertised during a show.
“It’s clear that two-screen viewing has quickly become widespread and is being used by consumers to more fully engage with TV programs,” said Risa Becker, senior vice-president, Research Operations at GfK MRI. “This is particularly good news for marketers; having a tablet at hand makes it much easier for consumers to respond instantly to commercial offers while they are top of mind.”
When it comes to consumer attention during two-screen viewing, 36% of concurrent TV/tablet users said their primary attention was on their tablet, 36% reported they were equally focused on TV and their tablet and 28% said their primary focus was on the TV screen.
The online GfK MRI iPanel is comprised exclusively of adult tablet and eReader owners. The latest survey, with a sample size of 1,382 consumers, was fielded in April 2012.
About GfK MRI
GfK MRI says: “GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers—who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers’ behavior and motivations.
When conducting its national Survey of the American Consumer, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year. In face-to-face interviews and written surveys, consumers are asked about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because the Survey of the American Consumer is structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market’s need for granular, cross-media and consumer-focused information.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world’s largest research companies, with 11,000 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day. GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK’s sales amounted to EUR 1.37 billion.”
