Press
Release
Tablets
Enhance The TV-Viewing Experience
A majority of tablet owners
watch TV while using their tablet
New York, NY, September 13th, 2012—The latest data
from GfK MRI’s iPanelTM 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.
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About GfK MRI
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.
For further information on GfK MRI, visit our Web site: www.gfkmri.com. And, follow us on Facebook (www.facebook.com/GfKMRI) and Twitter (www.twitter.com/GfKMRINews).
CONTACTS: Anne Marie
Kelly, EVP, Marketing and Strategic Planning, GfK MRI: 212-884-9204, annemarie.kelly@gfkmri.com; Steve Ellwanger,
Press Counsel Group: 203-856-8303, steve@presscounselonline.com