40% of US tablet and smartphone owners use their devices every day while watching TV
American consumers are increasingly connected, and a recent Nielsen survey shows they are multitasking.
Four out of ten tablet and smartphone owners in the US use their devices every day while watching TV, while only 14 percent of eReader owners said they watched TV while using their device every day.
And what are smartphone and tablet owners doing while watching TV? Checking email. Email was the top activity for both men and women during television programming and commercial breaks. In addition, women reported engaging in social networking more than men, while men checked sports scores more often.
Advertisers should note that while viewers may be splitting attention between two (or even three) screens, 19 percent of smartphone and tablet owners searched for product information and 13 percent searched for coupons or deals while in front of the television.
The data involved a survey of 7,533 connected device owners (tablets, smartphones, eReaders, etc.) in the United States in Q2 2011.