Archive for the ‘Mobile’ Category

The Rise of the “Connected Viewer”

In Mobile, Users on July 17, 2012 at 5:32 pm

Half of all adult cell phone owners now incorporate their mobile devices into their television watching experiences. These “connected viewers” used their cell phones for a wide range of activities during the 30 days preceding our April 2012 survey:   38% of cell owners used their phone to keep themselves occupied during commercials or breaks in something they were watching   23% used their phone to exchange text messages with someone else who was watching the same program in a different location   22% used their phone to check whether something they heard on television was true   20% used their phone to visit a website that was mentioned on television   1% used their phone to see what other people were saying online about a program they were watching, and 11% posted their own comments online about a program they were watching using their mobile phone   6% used their phone to vote for a reality show contestant

Taken together, 52% of all cell owners are “connected viewers”—meaning they use their phones while watching television for at least one of these reasons.

Read or download the full report: