According to Nielsen’s latest cross-platform report, 85% of tablet/smartphone owners use their device while watching TV at least once a month. On a daily basis, 41% of tablet owners and 39% of smartphone owners use their device while watching TV.
Furthermore, a recent Harris Interactive report found that 7 in 10 tablet owners say that when they see a product they’re interested in on TV, they use their tablet to get more information. This behavior was highest with adults 35-44 (81%) followed by adults 18-34 (75%).
Behavior By Gender & Age
75% of men 18-34, turn to their tablets for more information vs 68% of women
82% of women 35-44, turn to their tablets for more information vs 81% of men
63% of women 45-54, turn to their tablets for more information vs 45% of men
61% of men 55+, turn to their tablets for more information vs 54% of women
One might think all these multitasking activities would distract the viewer and hinder ad recall, but it is exactly opposite. Studies show that multi-screen activities boost ad recall. These multi-screen statistics suggest that advertisers should be looking at a mutli-channel approach to marketing providing content and information beyond the first screen.