41% of tablet owners say they use their device to extend their TV experience to various activities such as looking up, posting, and chatting about what they are watching on TV, according to a January 2012 study from Discovery Communications, which surveyed over a thousand Discovery Viewers on their media habits. Additionally, 53% said they use their iPad while watching TV to find other content. In fact, 43% of the device owners surveyed said they watch TV and go online simultaneously either all the time (18%) or some of the time (25%), compared to 33% of the non-iPad owners surveyed.
According to Nielsen data released in October 2011, 28% of tablet owners use their devices while watching TV several times a week, ahead of smartphone (24%) and e-reader (14%) users.
The study found significant differences between iPad and non-iPad owners’ multitasking behaviors, with the former more likely to engage in activities connected to the content they consume on TV. For example, iPad owners were 17% more likely than their non-device-owning counterparts to conduct research related to what they were watching on TV, and also 17% more likely to view content related to what they were watching.
Meanwhile, iPad owners were 50% more likely to engage in social activities such as updating their status or tweeting while watching TV.
Data from the “Video Perceptions Study” indicates that 45% of respondents who go online, use their iPad, or use their mobile device while watching TV are more likely to search for a product they saw advertised on TV. Roughly one-quarter feel more connected to the show they are watching as a result of going online, and almost 1 in 5 say they remember advertised products better.
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