 US | ANALYSIS |
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| From Connected TV to "Connected Viewers" |
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In a multiplatform world, where time people devote to watching TV continues to increase; the key is to stop thinking about new technologies and focus on new consumption habits.
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A few days ago, Tremor Video and Frank N. Magid Associates published a report on new consumption habits regarding connected TV in the US, and described said TV as the device people now turn to the most to watch content.
Now, the Pew Internet & American Life Project at the Pew Research Center has conducted a case study to find out how TV affects the use of cell phones in the US, and discovered "half (52%) of adult cell phone owners use their phones while watching television."
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According to the report, TV's solitary screen is being complemented by multi-screen interactivity, giving way to the so-called "connected viewers."
The report also states 6% of cell phone owners used it to vote for a reality show contestant, 22% used their phone to see if something they saw on TV was actually true, and 38% used their cell to keep themselves occupied during commercial breaks in something they were watching.
In addition, Pew's study also reveals that out off all the cell owners who use the internet, email or apps on their phone; 20% used their phone to see what other people were saying online about a program they were watching; 19% used it to post their own comments online about a program they were watching, and 35% used their phone to visit a website that was mentioned on television.
All in all, one thing's clear. What's important is not so much finding the most popular device, but analyzing how consumption habits and preferences change. Ultimately, the customer is always right.
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Where Everything Grows
