Nielsen: Watching TV while using mobile devices more common than not

Summary:Mobile devices present a golden opportunity for both advertisers and television media content providers -- as long as they can figure out a way to connect the dots.

Television networks should really start tapping into spreading their content via mobile media, if they haven't already.

That's because it turns out watching TV while using smartphones and/or tablets is actually more common than not, according to a recent survey from Nielsen. There in lies a golden opportunity for both advertisers and television media content providers -- as long as they can figure out a way to connect the dots and make sure viewers are engaging with both platforms.

During the fourth quarter of 2011, Nielsen researchers found that 88 percent of tablet owners and 86 percent of smartphone owners in the United States used their mobile devices while watching TV at least once during a 30-day period.

Tablets and TV seem to mix especially well. At least 45 percent of tablet owners in the U.S. used their devices while watching TV on a daily basis, with 26 percent admitting to simultaneous TV and tablet use at least several times a day.

While it was discovered that the most frequent tablet or smartphone activity while also watching TV was checking email (either during a commercial break or during the show), device owners replied that they engaged with content related to the TV as well.

That could have either been looking up information on products or programs, or simply just looking up from the smaller screen when when something piqued their interests.

Related:

Topics: Tablets, China, Hardware, iOS, Mobile OS, Smartphones

About

Rachel King is a staff writer for CBS Interactive based in San Francisco, covering business and enterprise technology for ZDNet, CNET and SmartPlanet. She has previously worked for The Business Insider, FastCompany.com, CNN's San Francisco bureau and the U.S. Department of State. Rachel has also written for MainStreet.com, Irish Americ... Full Bio

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