YuMe: TV Viewers ‘Distracted on a Daily Basis’

January 6, 2015 · Posted in Uncategorized 

By Chris Tribbey

LAS VEGAS — Recently, multi-screen video ad technology company YuMe reached out to more than a thousand people, asking them whether they had used a second screen device while watching TV during a given week.

Sharing the results Jan. 5 during the 2nd Screen Summit at the International Consumer Electronics Show, Paul Neto, director of research for YuMe, put their response simply: “Overwhelmingly.”

About 80% of respondents said they used their smartphone while watching TV, with laptop (75%) and tablet (73%) usage not far behind. And the data was even more pronounced when it came to Millennials (ages 18-34): “Virtually all of them, 92%, said they’ve used some connected device while they were watching TV,” Neto said.

That’s not to say the second screen is completely taking away from the first: Half of those surveyed said they accessed content that was related to what they were watching on TV.

And when it comes to sports — especially major nationwide broadcasts — the second screen is an opportunity, not a hindrance: YuMe research found that 75% of viewers likely to watch the Super Bowl in February will use a second screen device in conjunction with the game on the big screen.

And while 87% said they’ll watch the game live on cable or broadcast TV, 37% said they’re likely to stream the game on an Internet-connected device. Nearly 60% said they’re likely to use a smartphone to interact in real-time with friends during the game.

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