Half of adults using second screens while watching TV

About 51% or 1.7 million adult New Zealanders are now using other electronic devices while watching television.

A new study by Horizon Research finds 184,000 adults are using electronic devices to respond to advertisements on television using an average of 2.5 devices, from smartphones to tablets, laptops, desktop computers and multi-screen TVs.

Some 2,860 people aged 18+ nationwide were asked  were asked whether, while watching television, they responded to an advertisement, responded to programme content, or used another device for a non-programme-related purpose, and what devices they used to do that.

A third of respondents do not use other devices while watching television, but 51% do – equivalent to around 1.7 million New Zealanders 18+.

Horizon Research says it appears the groups who respond to advertisements or programme content are largely separate; only 7% of those who respond to advertisements while watching TV will also respond to programme content, and vice versa.

Similarly, only 1.5% to 1.8% of those who use devices for non-programme-related purposes while watching TV also responded to either advertisements or programme content using those devices.

Responding to advertisements

Respondents reported using an average of 2.5 different devices to respond to advertisements.  77% of those who respond to advertisements used laptops/notebooks/ultrabooks, with smartphones and desktop computers being the next most popular alternatives.

Responding to programme content

Respondents reported using an average of 1.7 different devices to respond to programme content.  As with response to advertisements, those who respond to programme content are most likely to use laptops/notebooks/ultrabooks, with smartphones and desktop computers again being the next most popular alternatives.

Device use not related to TV programmes

Smartphones are much more likely to be used for things that not programme-related, but note that laptops/notebooks/ultrabooks remain the most commonly used for non-programme-related purposes while watching TV.

The Horizon study covered 2084 adults nationwide in August 2013. Weighted, the maximum margin of error at a 95% confidence level is +/- 1.8%.

The study also reports on information services, like Sky TV and Igloo, being used by New Zealanders and details how many are recording and viewing or skipping television advertisements by channel.

Further intelligence relating devices used, and devices used while watching television, by customers of major stores and brands is available by contacting Grant McInman, Manager, Horizon Research, e-mail gmcinman@horizonresearch.co.nz, telephone 021 076 2040.