“Connected Users” Take TV Viewing to the Next Level
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 ootem-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:
- Instead of yelling from the kitchen, moms can now text “U R WATCHING TOO MUCH TELEVISION! DO UR HOMEWORK!”
- 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.