On-fifth of US consumers embracing second screen

Michelle Clancy | 29-01-2013

Nearly 60% of US consumers still prefer to watch their favourite shows and video programming on their TVs, but they also want their smartphones and tablets by their side so they can be online and multitask, new research has revealed.
In the US, 42% of consumers polled say they watch TV and access the Internet via a laptop or PC, while 17% watch TV and access the Internet via a smartphone, according to the KPMG International 2013 Digital Debate survey. The study also found that 22% watch TV and use a social networking site at the same time.
While traditional media is still most popular with consumers for viewing video programming, the study revealed that in the US 14% of those polled prefer to watch TV via their mobile or tablet for greater flexibility. This is largely attributed to the emerging wave of mobile-centric consumers who are 25-34 years old.
"The move to digital has had a dramatic impact on how we consume music, publishing and newspapers," said Paul Wissmann, national leader of KPMG's US Media & Telecommunications practice. "But we are still early in the process of a transition to digital anytime-anywhere availability across all media sectors."
He added, "The introduction of smart TVs is an indication of how the digital transition is accelerating to coincide with the demand of today's consumers to access anything, anywhere and at any time. The smart TV is beginning to reveal itself as the next disruptor."