Why There is No Need for "Interactive TV"

An overwhelming number of respondents surveyed by Nielsen suggests the reason why "interactive TV" not only has failed, but likely has little future. 


Connected device owners in the United States, United Kingdom, Germany and Italy overwhelming use their smart phones and tablets devices for interactions and multitasking while watching television.


In the United States, 88 percent of tablet owners and 86 percent of smart phone owners said they used their device while watching TV at least once during a 30-day period, according to Nielsen.


For 45 percent of tablet-owning Americans, using their device while watching TV was a daily event, with 26 percent noting simultaneous TV and tablet use several times a day. U.S. smartphone owners showed similar dual usage of TV with their phones, with 41 percent saying their use their phone at least once a day while tuned in.