Nielsen reveals habits of second-screeners

Are second-screeners engaging with television content or distracting themselves? Both, according to a new survey by Nielsen.

by Helen Leggatt

Nielsen's latest survey reveals that 85% use their tablet or smartphone while watching television at least once a month; 40% do so daily. Forty one percent use a tablet, while slightly less use a smartphone (39%).

But, are these second-screeners using their mobile devices to distract themselves, during ad breaks for example, or are they actively engaging with programming and brands that are advertising?

The answer, says Nielsen, is a bit of both. Almost half used their tablet to check up on details such as actors and plot lines, or information on sporting teams and personalities. Three-quarters looked up "general information", while more than two-thirds (68%) surfed the web, and over half (53%) logged in to a social networking site.

A significant 20% used their tablet to purchase something they had seen advertised while watching television, proving that second-screeners are yet another way for advertisers to connect with audiences.

An interesting finding regarding age - while 36% of those between the ages of 35 to 54 use a tablet while watching television, that rises to 44% among those ages 55 to 64. The older age group is also more likely to use a tablet that younger viewers, who are more likely to use a smartphone.

Image via Shutterstock

Tags: advertising, second screen research, survey, tablet shopping, television viewing trends