TV Viewers & Multitasking, January 2014 [VIDEO]
There’s been plenty of chatter about the imminent death of TV, and some have argued that even if people are watching TV, they’re not really paying attention to it, what with the prevalence of multitasking behavior. There’s arguably some truth to that, but new survey data from TiVo suggests that viewers themselves believe they’re primarily paying attention to the box. And that’s not the first piece of research to suggest that’s the case.
According to TiVo’s survey results, while most respondents (a mix of TiVo subscribers, non-subscribers and social media users) reported having multitasked at some point while watching TV, 76% said their primary focus is actually on the TV. What’s more, close to half of the TiVo users surveyed (and slightly more than one-third of non-TiVo users) indicated that their attention is only on TV and nothing else. As for mobile devices drawing viewers away? While most viewers who have ever multitasked while watching TV used a smartphone to do so, only about 1 in 4 respondents said they use a smartphone every time or almost every time they watch TV. Read the rest at MarketingCharts.