It’s no longer news that TV is becoming part of a multi-screen experience, but it’s helpful to know what kind of activities are being performed while watching TV. According to new survey results from iAcquire and SurveyMonkey, search is a big player: the study indicates that 40% of mobile searches are conducted while users are watching TV. While the study doesn’t delve into whether or not TV prompts those searches, research released last year suggests that TV can be a significant catalyst for mobile search.
The iAcquire study also reveals that one-third of mobile device users tweeted about TV last year, a figure that seems to make sense given Nielsen’s recent finding of a correlation between Twitter buzz and TV ratings.
Taken together, the study findings suggest that multi-screening can actually enhance TV engagement. In fact, a just-released neuroscience study from MEC and Channel Seven in Australia discovered that interacting with social media while watching TV drove a 9% increase in program engagement among study participants, and that second-screen interaction aided recall of specific elements of the broadcast. The researchers conclude that their study “disprove[s] the theory that second-screen usage during TV viewing negatively impacts audience engagement.” (According to a recent Deloitte survey, about 4 in 10 24-29-year-old Americans always or almost always social network while watching TV.)
That may be why researchers at Gartner have been bullish about the prospects of social TV, recently remarking that “second-screen social TV experiences will drive stronger consumer loyalty, extend the value of brands and content properties and accelerate the curve of both content success and failure in terms of consumer adoption.”
- In other findings from the iAcquire study, 70% of mobile searches lead to action on websites within 1 hour.
- 40% of mobile searchers will choose another result if it is not mobile friendly.
- 45% of mobile users aged 18-29 search on their device daily.
- In separate study results from iAcquire, 75% of respondents object to sharing private search data.
- Half of mobile search users don’t care about images in search results, and only 12% say they’re influenced by likes and +1s.
- Older mobile users tend to prefer sharing via email, while younger users tend to use Facebook.