“Connected Users” Take TV Viewing to the Next Level


By Jason Kelley
August 24, 2012

Media Consuption

More than half of all adult cell phone owners use their mobile devices to engage with a variety of activities while they watch television:

  • 38% Of cell phone owners used their phone to keep themselves occupied during commercials or breaks in something they were watching
  • 23% Used their phone to exchange text messages with someone else who was watching the same program in a different location
  • 22% Used their phone to check whether something they heard on television was true or not
  • 20% Used their phone to visit a website that was mentioned on television (just saying, TV marketers…)
  • 11% Used their phone to see what other people were saying online about a program they were watching, and 11% posted their own comments online about a program they were watching using their mobile phone
  • 6% Used their phone to vote for a reality show contestant (dial ootem-2 to vote for us!)
  • Overall, 52% of all cell owners are “connected users”—meaning they use their phones while watching television for at least one of these reasons.

This has a few important implications:

  1. Instead of yelling from the kitchen, moms can now text “U R WATCHING TOO MUCH TELEVISION! DO UR HOMEWORK!”
  2. Television viewing is no longer a passive, one-way communication flow. Mobile devices allow viewers to simultaneously find out more about what they are watching, share their opinions, and actively engage with others around a shared passion.