Some 80 percent talk to other people in the same room while watching TV, another means of distracted viewing.
There is muted appetite for interaction with TV programs, one of the concepts that has been viewed as central to interactive TV, though.
Qube was in 1977 billed as the "world's first commercial interactive TV service," launched by Time Warner in Ohio, and failed commercially. In 1997 "Prestel" launched in the United Kingdom. It failed.
People like to interact with video games. They like to interact with social networks. Some even like commenting on stories they read online. But few people really are interested in choosing their own camera angles during sporting events, changing the plots of TV shows or necessarily even playing along with TV quiz shows.
Only 10 percent of surveyed respondents browse the Internet for information about the program they are watching, according to a survey conducted by Deloitte UK. Some viewers (40 percent) like being able to send their comments in to a live program, though.
But 68 percent would not want the websites for products, personalities or advertising that have just been shown on television, to automatically appear on their computer, tablet, or smart phone.
The rise of ‘second screening’ - the use of other screens, such as laptops, smartphones and tablets while watching TV – is a source of excitement and concern for many in the TV and technology industry according to a new report from Deloitte UK.
Nearly a quarter of all respondents (24 percent) use "second screens," typically a smart phone, or increasingly, a tablet.
Nearly half of all respondents 16 to 24 use communication tools such as messaging, email, Facebook, or Twitter to discuss what they are watching on TV. The vast majority of over 55s (79 percent) never talk about what they’re watching on TV or the Internet.
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