Multi-tasking between TV and internet connected devices is now the norm across the world. No figure highlights this better than the GWI.6 finding that less than 20% of respondents had not multi-tasked in the last month. While laptops lead, with nearly 50% of respondents having utilised them in tandem with watching TV in the last month, the really striking point is the multi-tasking adoption of mobile devices, with 40% having used a mobile and 10% a tablet while watching TV. While it’s a little early to develop a robust cased based on the data available, this is yet another indicator of the shift away from PC based internet consumption to mobile.
Our data demonstrates a number of things:
- There will be no clean switch from old media delivery to Internet platforms. TV now is as strong as it’s ever been and will continue to coexist well into the future
- The interplay between real-time social media and TV has massive potential
- There is a massive untapped potential to leverage the concept of second screen devices, providing complimentary content, data and services to the live TV content. This could happen directly via devices that are supposed to link I.e Smart TVs and tablets, or through mobile and tablet applications that work in real-time to live coverage. To take just one example of how these types of apps are developing, major sports rights holders in some markets are developing apps that that enable fans to connect, discuss the game or access live data that greatly enhance the live viewing experience. BSkyB has just released such an app, and it will be interesting to see how popular it is with consumers.
Some of the new TV technology coming out at CES this week perfectly demonstrates this trend as TV OEMs seek to allow people. We’ve seen the like of Lenovo, LG and Samsung releasing internet –connected “Smart TV” sets that included movement and voice recognition software that will allow users to control their TV set without a remote control. OEMs are also increasing the interconnectivity between other devices and TV sets which is just one more reason that we are sure to see multi-tasking grow around the world.