What research from Nielsen, Google, Deloitte, Thinkbox, BSkyB and others tell us?

In 2012, many people use smartphones, tablets and laptops / or watching television. But how, what they do, and what it might mean for the TV industry?

is an issue that is chewed in almost every industry conferences, and no shortage of research companies working on ways to try to help the viewer understand the habits and react accordingly.

thought it might be a good time to gather some of the most recent studies, all of 2012 and draw some conclusions. Thereof:

Somewhere between 75% and 85% of viewers use other devices while watching, even if many of these people do tasks unrelated - it's amazing how many surveys to approximately 60% the percentage of people who send e-mail, it is a revealing comment (and somewhat depressing) in the modern work habits.

more inspectors Of these, how many are actually using their second device for something related to the program you are watching? Somewhere between 37% and 52%, while between 27% and 44% browse products spotted at a show or advertisement, the survey you believe.

It looks more like a fifth of viewers in the chat on Facebook or Twitter about the shows they watch us, even if, once again, many people on these sites for reasons Related (between 42% and 48% in general, by the aspect., which includes the use of linked and unlinked)

These studies, in reverse chronological order by date of publication. If I missed any important research, to post links and details in the comments:

eDigitalResearch / IMRG (October 2012)

is a survey of 2,000 people conducted in the UK in early July 2012. It was found that 80% of smartphone owners, 81% of tablet owners and 73% of laptop owners use their devices in front of the TV. 41% of people have used one of these devices in search of a product after seeing a show or an ad.

IMRG is "the industry association of UK retail mail order", if held to highlight the implications for retailers, particularly in terms of ensuring their smartphone and tablet websites friends and linking applications that run TV ads.

Red Bee Media / Decrypt (October 2012)

The survey of more than 2,000 smartphones and tablet British laptop owners reported that 86% had used one of these devices while watching TV, while only a fifth have used a buddy "synchronous application "(eg, style Zeebox app) to do so.

From the application users, 55% were interested in the ability to respond to events through polls and vote in these applications, while 52% would like to have the opportunity to participate or influence play.

The study also revealed that 52% of respondents had used a second screen to learn more about a TV show, and a third of them were more likely to see a show rather catch if there are many social buzz around him.

44% of the "double inspectors" use the second screen to learn more about brands or ads, 56% are willing to receive targeted ads synchronous applications, and 40% would be willing to receive special offers and promotions on their devices based products that appear on the TV. Meanwhile, a quarter of respondents said they would pay for an application of the second screen, but only ? 1.27 per application on average.

Verizon / Harris Interactive (October 2012)

Harris commissioned a survey of 2,319 Americans who were planning to see the U.S. presidential debates. It was found that 65% said they would do with a smartphone, tablet or computer in your hands / rounds.

41% said they were at least "somewhat likely" to use the second screen to verify the statements made by Barack Obama and Mitt Romney, while 39% were not inclined to follow the reactions of political journalists, and 26% follow the actors ("even if we do not know if this is a political track scholarship or comic relief").

It was not a unidirectional flow of social change, however. 23% of people who are going to follow the debate, said he had put his own reactions on Facebook, and 14% on Twitter.

BSkyB / YouGov (September 2012)

BSkyB has commissioned YouGov to investigate how social media and technology are changing viewing habits, although it is not known how many people were addressed in the study.

top line: 75% of Britons watch TV with a second hand unit. What do they do? Web browsing 65%, 60% and 48% email using social networks.

The study also drilled in the habits of 18-24 year olds and found that 24% use Facebook to find something to do, while 9% use Twitter. 37% share something about a program in social networks, while 31% speak online for people who do not know their favorite shows.

Overall, 24% of respondents said they use social media for television recommendations, while 12% of people say "you turned on your TV just because of something that have seen in social networks. "

Google / Ipsos / Sterling (August 2012)

It is currently one of the studies that are often cited multiscreen habits, thanks in part to his warning to the television industry that "television is no longer commands our attention" : the 77% of the TV shows people's time, it is with another device.

The study, which involved 1611 participants from the United States, suggested that 81% of people use smartphones while watching TV, while 66% of laptops use PC or watching television. Things to include emailing (60%), Internet browsing (44%), social networks (42%) and games (25%).

Google has suggested that 22% of "concurrent use" more a complementary device - use is related to another. It also found that 22% of respondents looked for something on your smartphone because they have seen on television - a figure that breaks down 17% due to an ad, and 7% due to program (of course, there is overlap).

Ericsson (August 2012)

Poll
Deloitte
4,000 people in the UK are stuck on the second screen habits, said that 24% of respondents use screens on the other hand, although nearly half of the 16 use email messaging -24 years, Facebook or Twitter to talk about what they see on television.

suggested that there is a "cut appetite" to interact with the programs of the second screen, with only a tenth of respondents surf the Internet for information on the program you are watching.
40% said they would like to submit a comment for a live broadcast, but 68% said they would not like product sites, or people who have just seen commercials on television to "appear automatically on your computer, tablet or smartphone."