Tablets and multitasking

It’s one thing to know what consumers do on their tablets. But knowing what else they are doing while using tablets is entirely different. Our new report on tablets and multi-tasking examines how tablet owners multi-task, their simultaneous use of TVs and tablets and their interest in In-App advertising, as well as trends in digital usage.

The report helps marketers understand how tablet owners engage in multiple activities. For example, it shows that – at least once in the last seven days – 63% used their device while watching TV. Of these two screen viewers, 28% used their tablets to look up information about a product advertised during a program and 12% bought a product advertised during a show.

We also see that 41% of tablet owners’ TV viewing time is devoted to two screens, and their activities amplify program content in a variety of ways. For instance, at least once in the last seven days:

* 34% of two-screen viewers posted comments on Facebook, Twitter, a blog or another website regarding a show being watched.
* 25% of two-screen viewers visited a network or show’s website, fan-site or app.
* 21% of two-screen viewers obtained information related to a show being watched.