German cable operator Kabel Deutschland has just issued a press release where it unveiled that the German TV audience is actively using the second screen while watching TV. According to a recent survey, 43 % of the audience is using smartphones, tablets or laptops. The German living room TV is still the fire place of the nation, but respondents supplement their viewing experience with smartphones, tablets and notebooks to get information from the Internet. Especially young people are looking for further information about the main characters of the current movie or exchange information while watching TV with friends on Social Networks. These are the results of a representative survey which was conducted by the market research company Ipsos.
Smartphones, tablets and laptops are widely used in combination with watching TV to find additional background information of the current program. However, many viewers are also sharing their experience on social networks, for example on Twitter or Facebook. The viewer thus takes a much more active role while watching TV to either obtain or disseminate valuable additional information.
The strong parallel use can be explained by looking at the age profile of respondents: From the under 34 year olds, 63 % of them are sitting with with an Internet-enabled device in front of the TV. Only a third of young viewers fully focused on the television. In the range of over 55, the TV still gets all the the focus, since about 70 % of older respondents give the undivided attention of the TV. However, there' s also a difference in the sexes: Nearly half of men use smart phones, tablets or laptops parallel to the television (47 %), while only 38 percent are women.
Cheers ~ Arne