New research conducted in the US finds that mobile-TV viewers are more focused on TV content when viewed on their smartphones than on larger devices.<\/p>\n
This finding comes from additional analysis of a study conducted by Boston-based\u00a0market research firm, Chadwick Martin Bailey<\/a> for the Council for Research Excellence\u00a0(CRE),<\/p>\n It encompassed nearly 6,000 participants and more than 393,000 TV\u00a0viewing occasions.<\/p>\n The research found that viewers performed unrelated multi-tasking on other electronic devices during only 14% of the occasions on which they viewed TV programming on smartphones.<\/p>\n This compared to 27% for tablet viewing, 31% for computer (desktop and laptop) viewing and 34% of the television-set viewing occasions, according to study participants.<\/p>\n At the same time, viewers watching a TV show on a smartphone also were more likely to engage in online activities related to that show \u2013 such as looking up show information, or posting about the show on social networks.<\/p>\n Such activity occurred during 21% of the television set viewing occasions, 27% for tablet viewing occasions, 31% for computer viewing occasions and 39% of the smartphone viewing occasions.<\/p>\n Additional findings:<\/p>\n The CRE previously disclosed study findings that 64% of smartphone-TV viewing occurs in the home \u2013 reflecting some simultaneous viewing with TV sets, which continue to dominate in-home viewing at 90%.<\/p>\n Away from home, 23% of\u00a0respondents watch\u00a0at work, \u00a0while\u00a014% of computer-based TV viewing occurs at work, with 8% for tablet viewing and 5% for TV-set viewing.<\/p>\n Tablet shipments to surpass portable PCs in 2013<\/a><\/strong><\/p>\n No fireworks for global software market<\/a><\/strong><\/p>\n\n
More on smartphones and tablets<\/h3>\n