The study, prepared by MMA in collaboration with MuchoMove, shows the activity and interaction of tablet users while watching television. 33% of Spanish users use their tablet while the advertising block is on television.
In addition, the report reveals that Estonia Mobile Database users, while consuming a television program of more than 30 min in length, 38.16% look at their tablet between 2-3 times, being users between 25-30 years the ones who interact with their tablet the most times , 43%.
Regarding the time of each consultation, 40.98% are using their tablet between 1-5 minutes while watching a television program and 19.96% spend between 5-10 minutes consulting their tablet. In terms of ages, users between 35-44 years spend up to 5 min consulting their device.
Regarding the type of program in which users habitually use their tablet while watching television, it stands out with 53% news programs, 33.5% sports, 20% of users prefer to use it while consuming reality shows, and 27% with movies.
The study also reflects the activities that users carry out when they watch TV, where 68% consult social networks, 37% play games, 46% surf the Internet and 32% of users send messages.
75% of Spanish users look for information on the website of the TV program while they are watching it, and 42% have consulted on their tablet information about the brand that they have just seen in the TV advertising block.
The study was carried out by survey of Spanish mobile users during the month of September 2013. It was prepared by GMI under the Brother Cell Phone List direction of the Mobile Marketing Association and with the collaboration of MuchoMucho, a company associated with MMA.