Multi-tasking between TV and internet connected devices is now the norm for consumers, globally.
In fact, according to GlobalWebIndex, fewer than 20 percent of respondents survey had not multi-tasked, while watching TV, in the last month.
While laptops lead, with nearly 50 percent of respondents having used them in tandem with watching TV in the last month, 40 percent having used a mobile and 10 percent used a tablet while watching TV.
Which of the following devices have you used while watching TV?
It is not entirely clear that mobile phones are used exclusively or primarily for content consumption while watching TV. People might be answering the phone or placing a call, sending or reading text messages or email, for example.
Still, the findings do reinforce the notion that "mobile" devices often are used in un-tethered but not mobile contexts, while TV consumption is less an experience that always demands full attention by viewers.
There are lots of implications for "interactive TV." Some decades ago, there was more thinking about how to change the TV experience from a "passive" to an "active" experience. It now appears that is less important to people.
TV remains largely a passive experience. What is "active" is people doing other things while TV is "on."
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