Connected devices drive live TV, DVT multitasking monetisation opportunities

Editor ©RapidTVNews | 18-05-2012

The unprecedented and perhaps unstoppable proliferation of connected devices has resulted in two thirds of their owners deploying them while both watching live TV and watching recorded programming on DVRs.

The trends have been revealed by two Interactive Advertising Bureau studies – “Screens to the nth” and “The Multiscreen Marketer” – exploring different types of simultaneous viewing and the key drivers of those behaviours.

In addition to 63% of respondents reporting that they used a connected device for at least a few minutes the last time they watched live TV, 15% used more than one device. For the 66% of DVR watching respondents, it was much more likely that they would be using more than one connected device (23%) in comparison to live TV viewers.

Across all online activities – such social networking, or viewing blogs – smartphones were the multitasking device of choice when interacting about a TV show, used by 45%, while tablets saw use by 30% and computers 21%.

A substantial number of multiscreen viewers are also focused on TV content related activities, with 41% of computer multitaskers, 46% of tablet multitaskers and 60% of smartphone multitaskers. Findings also reveal that multiscreen viewers are more likely to use their smartphone than tablet or laptop to discuss TV commercials on social networks, blogs, and forums or over text/email/IM.

The Multiscreen Marketer survey also found that for two-screen users (TV, computer) habits involved with watching TV look very much as they did in the 1960s but, with every additional screen owned by consumers, the desire for TV-time to be amplified by a digital experience expands vastly. While just over half (52%) of two-screeners were likely to use a connected device while watching television did the same, 60% of “three-screeners (including smartphone) were likely to do so and nearly two thirds of four-screeners who also had tablets. Significantly, the findings indicated that contrary to assumptions, advertiser recall is actually higher among “four-screener” respondents. When asked to associate up to three advertisers with favourite programs, 53% of four-screeners were able to do so, compared with 46% of three-screeners and 42% of two-screeners

“Understanding how and why consumers view multiscreens opens the door to the future of advertising and content creation,” said Sherrill Mane, Senior Vice President, Research, Analytics & Measurement, IAB. “As devices proliferate and the lines between content and advertising blur, more opportunities to reach consumers in relevant and compelling ways will emerge.”