2013/11/01 TV Multitasking: A Growing Trend
By Keith Nissen
It seems like just about everyone has a smartphone these days. Increasingly, we also own tablets. These devices have become our lifeline to the world. They are how we get news, socialize, and shop. It seems only natural that the use of our mobile device(s) does not stop when we are watching TV. This is called multitasking.
Multitasking while watching TV has become a hot topic within the TV entertainment industry. Everyone is seeking to understand how we will use our second-screen devices and especially how they will be used in relation to the TV programs we are watching. Figure 1 illustrates how multitasking behavior in the US has evolved during 2013.
Figure 1. Multitasking Behavior While Watching TV (% of Tablet/Smartphone Users)
The primary research data used for this analysis was collected from online surveys conducted in 1Q and 3Q 2013. Survey respondents owning a smartphone and/or tablet were asked to categorize their multitasking behavior while watching TV. Non-multitaskers represent those who indicated they do not often use their mobile device while watching TV. A second group includes those that frequently multitask, but not related to the TV program they are watching. The final group is TV multitaskers; those who frequently multitask related to the TV program they are watching.
The survey data confirms that, in general, multitasking while watching TV is a growing trend and that an increasing number of US adults are becoming TV multitaskers.
Table 1 segments the multitasking groups by age. The data shows that most TV multitaskers are younger adults between the ages of 18-35. The 35-44 age group is rapidly adopting mobile device multitasking, but still lags the younger adults in performing TV-related multitasking activities.
Table 1. Multitasking Behavior While Watching TV, by Age -3Q 2013
| Which of the following best reflects how you currently use your smartphone/tablet and TV simultaneously? (% of tablet/smartphone users) |
18-24 |
25-34 |
35-44 |
45-54 |
55-64 |
65+ |
| I do not use my TV and my smartphone/tablet at the same time very often. |
20% |
24% |
27% |
45% |
61% |
81% |
| I multitask often, using my smartphone/tablet only for activities unrelated to what I am watching on TV (i.e. txt, social networking, Internet searches). |
43% |
47% |
51% |
39% |
26% |
13% |
| I multitask often, using my smartphone/tablet for activities that are sometimes related to what I am watching on TV. (e.g. view a trailer, social network about TV shows, etc.) |
37% |
29% |
22% |
15% |
13% |
6% |
| Source: MRG | n=748 |
Figure 2 illustrates the growth of TV multitasking behavior during 2013 by age group.
Figure 2. TV Multitasking by Age, 1Q 2013 and 3Q 2013
Technology adoption attitudes also play a major role in adopting TV multitasking behavior. As smartphones and tablets have achieved mass market acceptance, device ownership has progressed from leading edge and early technology adopters to those less motivated by technology. These individuals have more traditional views on device use and do not necessarily adopt the same device use behavior as technology mavens.
Figure 3 illustrates the growth of TV multitasking behavior during 2013 by technology attitude category. The data shows that the percentage of leading edge adopters performing TV multitasking has grown substantially over the past six months. Early technology adopters are close followers, showing slightly less growth in TV multitasking. These two groups represent about one-third of total US adults.
Figure 3. TV Multitasking by Technology Adoption Category 1Q 2013 and 3Q 2013 (n=703/748)
Those that typically wait until a technology is proven to work well (proven tech group) represent about 40% of US adults. During 2013, a large number of these individuals have adopted multitasking behavior. While the overall percentage of TV multitaskers within this group is small, they represent an impressive 11 million individuals.
Overall, the research supports the conclusion that TV multitasking behavior is a growing trend. Older adults, as well as those less motivated by new technology are increasingly using their mobile devices to perform multitasking activities related to the TV program being watched. As more TV programming is designed to encourage audience participation, TV multitasking is sure to play a major role in the next-generation TV viewing experience.
Source: MRG Analysis
