Second Screen TV-Related Behavior, April 2013 [CHART]

Using another device while watching TV has become a widespread activity and while that has the potential to distract viewers, it also provides them with the possibility of enhanced engagement with the content they’re watching. Although research suggests that most multi-screening activities are unrelated, new data from the NPD Group takes a look at what types of related activities are most popular among second-screeners. Among the most common is shopping for a product seen in an ad, by 19.4% of TV watchers who engage in second-screen activities.

That’s behind only learning about an actor/actress (29.8%) and learning about the show/movie (23.1%). The researchers note that shopping for products is most prevalent among laptop users and consumers in the 35-49 age group, and that “converting viewers into impulse shoppers has big potential impact for advertisers.” Read the rest at MarketingCharts.