Nielsen reveals habits of second-screeners

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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.



Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with, NBC News,, DisasterNewsNetwork, and many more publications.