The multitasking behavior of users in front of the television is already a habit. MRG’s study shows that 60% of mobile users turn to this device while watching television, which implies an increase of 8% compared to the previous quarter (52%).
The most representative data Hungary Mobile Database is that this greater multiscreen activity is that, far from distracting viewers from the silly box, it reinforces their attention. Respondents showed greater interest in the program they are watching. 21% of the study participants indicated that the tasks they perform with their mobile device were related to television programming; 5% more than in the previous quarter (16%).
It should also be clarified that, despite being positive news, it is not yet a general trend. 39% of multiscreen users indicate that they use their smart devices for other purposes not related to television, which is 3% more than in the last period.
El estudio divide a la muestra de encuestados en tres segmentos: usuarios de vanguardia, early adopters, y aquellos que esperan a utilizar las novedades tecnológicas cuando éstas ya han demostrado su buen funcionamiento.
The members of the first group are those who were more committed to television programming (38%), which implies an increase of 6% in the last 3 months, and also a slight decrease in their unrelated activity (38% vs 39% ). For their part, early adopters also showed a greater interest in interacting with what they were watching on television (27% vs 23%), although it should be added that they are the niche that carries out more unrelated activities. 45% of these multiscreen users combine their activity in front of the television with other tasks independent of the broadcast.
In third and last place, the respondents who adopt the technology once its correct operation has been verified, stand out for being the least committed to television; although his interest is increasing. Only 17% carry out some type of activity with the device consul directly related to the program being broadcast, although it is 5% more than during the second quarter of the year.
Therefore, the data once again proves the Brother Cell Phone List high degree of penetration of mobile devices in our daily activity, as a first-order source of information. An activity that they carry out in their leisure time, ancestrally linked to television consumption. The positive note is that both activities are being related, which implies a boost of television content, and a way to encourage interactions and engagement with the audience.