Written by Most folks don’t use their mobile devices for TV viewing. According to a study from the Council for Research Excellence, mobile devices account for just 2% of all TV viewing. However, the group that the study calls “early adopters” and “opinion leaders” are far more active on mobile TV than that. Still, if TV execs want watchers to actually be paying attention to their content, they should hope they are watching on smartphones. Smartphone TV watchers were multitasking on other electronic devices while viewing only 14% of the time while tablet viewers were doing other things 27% of the time and those watching on computers were doing other things 31% of the time.
The number actually goes up on regular old broadcast TVs with viewers multitasking 34% of the time. Another piece of data supporting smartphone viewership as the strongest is that 39% of those viewers looked up show information, posted about the show on social networks or engaged in some other kind of online activity relating to the TV programming. Meanwhile, those who actually watched the show on TV only had 21% of viewership do those things, lower than both tablet viewers (27%) or those that watched on computers (31%).
In Other Words: Focus your mobile efforts on smartphone users.
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