In today’s busy economy, almost everyone is multitasking at some point in their day, if not throughout. Attention is split between tasks and to-do’s, in order to get things done, and this trend even follows for leisure.
Being engaged across multiple devices is very common when relaxing and looking for entertainment. In fact, the simultaneous usage of smartphones while watching TV continues to rise, and the same goes for tablets and TV. While some pairings seem to be growing, others, like computers and TV, are trending downward.
The growth in simultaneous device usage mostly comes from smartphones, which shows a preference in video viewing on mobile devices (even while watching video on the big screen!). This trend increased by 8.6% from 2017 and is expected to increase by another 6.4% by 2019. Looking at the number of users engaging in simultaneous smartphone and TV usage, it is set to grow from 126.3 million users in 2015 to 187.3 million by 2019. That’s a 48.3% increase in the number of people engaging in this kind of behavior!
Taking a deeper look, Millennials (20-36 years old) show higher rates of simultaneous smartphone and TV usage (68%) compared to Gen Xers (52%) and Baby Boomers (39%). What does this all mean? There is a huge opportunity for brands to reach younger audiences through mobile, since the demographic is more likely to have their smartphone out, even while watching their favorite TV show or movie. Millennials are used to processing information from a variety of sources at the same time, but it’s up to brands to create immersive content to maintain this engagement.
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