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Nielsen’s new Connected Devices study is out:

  • Social Media — 44% of 18-24 year olds and close to 50% of 25-34 year olds are visiting social networking sites on their smartphones during both commercials and programs while watching TV.
  • Seeking Information — 36% of people 35-54 and 44% of people 55-64 use their tablets to dive deeper into the TV program they are currently watching.

So the older folks are relying on search to make their experience of TV richer, while the youths are relying on each other.