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Half of Kiwi adults using second screens while watching TV
November 1, 2013
Half of Kiwi adults using second screens while watching TV
About 51% or 1.7 million adult New Zealanders are now using other electronic devices while watching television.
A new study by Horizon Research finds 184,000 adults are using electronic devices to respond to advertisements on television using an average of 2.5 devices, from smartphones to tablets, laptops, desktop computers and multi-screen TVs.
Some 2,860 people aged 18+ nationwide were asked were asked whether, while watching television, they responded to an advertisement, responded to programme content, or used another device for a non-programme-related purpose, and what devices they used to do that.
A third of respondents do not use other devices while watching television, but 51% do – equivalent to around 1.7 million New Zealanders 18+.
| Action | ALL | Nzers 18+ |
| Respond to advertisement while watching TV | 5.5% | 184,400 |
| Respond to programme content while watching TV | 11.7% | 393,100 |
| Non-programme-related purpose | 51.1% | 1,715,300 |
| None of these | 32.7% | 1,099,500 |
Horizon Research says it appears the groups who respond to advertisements or programme content are largely separate; only 7% of those who respond to advertisements while watching TV will also respond to programme content, and vice versa.
Similarly, only 1.5% to 1.8% of those who use devices for non-programme-related purposes while watching TV also responded to either advertisements or programme content using those devices.
Responding to
advertisements
Respondents reported using an
average of 2.5 different devices to respond to
advertisements. 77% of those who respond to advertisements
used laptops/notebooks/ultrabooks, with smartphones and
desktop computers being the next most popular
alternatives.
| Respond to advertisement while watching TV, using: | Total | Nzers 18+ |
| iPad | 23.0% | 42,400 |
| iPad Mini | 5.0% | 9,200 |
| Other tablet | 7.1% | 13,100 |
| Smartphone | 64.3% | 118,500 |
| Laptop/notebook/ultrabook | 76.8% | 141,600 |
| Desktop computer | 59.6% | 109,900 |
| Multi-screen on TV | 10.8% | 20,000 |
Responding
to programme content
Respondents reported using
an average of 1.7 different devices to respond to programme
content. As with response to advertisements, those who
respond to programme content are most likely to use
laptops/notebooks/ultrabooks, with smartphones and desktop
computers again being the next most popular
alternatives.
| Respond to programme content while watching TV, using: | Total | Nzers 18+ |
| iPad | 14.2% | 55,700 |
| iPad Mini | 10.1% | 39,600 |
| Other tablet | 23.7% | 93,200 |
| Smartphone | 34.4% | 135,100 |
| Laptop/notebook/ultrabook | 46.7% | 183,500 |
| Desktop computer | 33.0% | 129,700 |
| Multi-screen on TV | 13.1% | 51,400 |
Device
use not related to TV programmes
Smartphones are
much more likely to be used for things that not
programme-related, but note that
laptops/notebooks/ultrabooks remain the most commonly used
for non-programme-related purposes while watching
TV.
| Use a tablet, computer, smartphone for a non-programme-related purpose while watching TV, using: | Total | Nzers 18+ |
| iPad | 19.1% | 327,400 |
| iPad Mini | 3.1% | 53,200 |
| Other tablet | 15.3% | 262,600 |
| Smartphone | 48.3% | 828,300 |
| Laptop/notebook/ultrabook | 56.5% | 969,100 |
| Desktop computer | 25.4% | 435,600 |
| Multi-screen on TV | 2.2% | 37,500 |
The Horizon study covered 2084 adults nationwide in August 2013. Weighted, the maximum margin of error at a 95% confidence level is +/- 1.8%.
The study also reports on information services, like Sky TV and Igloo, being used by New Zealanders and details how many are recording and viewing or skipping television advertisements by channel.
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