Digital Multitasking Widespread Among TV Viewers, Says Adobe

TV viewers are increasingly becoming a distracted lot. Simultaneous usage of other digital devices is greatest while watching TV, posing important questions for producers of video content.

Adobe Systems Inc. (Nasdaq: ADBE) recently published findings from a survey of more than 12,000 people across multiple countries, asking them how they use their devices over the course of a day, what information they find most interesting and what kind of company they want delivering their content. All respondents were 18 years or older.

The study found that watching TV was no longer a dedicated activity for most viewers. Instead, viewers were browsing the web, texting friends, looking up information related or unrelated to the show or working on various other tasks, with one eye on the TV screen. In fact, as many as 83% of global consumers report that they use two or more devices simultaneously, according to the company.

Here are a few activities that respondents undertook while watching TV:

• 63% worked on a laptop
• 59% browsed the Internet
• 39% texted someone watching the same TV show
• 39% scrolled social media feed
• 38% searched or shopped after watching commercial
• 34% posted to social media
• 27% visited social media about the current show
• 21% followed social media during awards show or sports event

Some of these multitasking activities also suggest potential opportunities for content providers and distributors. There are a lot of people active on social media during a show, so there may be opportunities for engagement with viewers during the show on social outlets. There could also be an opportunity for web media that has no direct commercial relationship with the show to also use social media to promote its products during the show.

Nearly 40% of viewers looked for or actually purchased a product after viewing a commercial on TV -- that is remarkably high. Imagine the potential synergies for Amazon's video and e-commerce businesses.

Another interesting finding is that tablet shoppers are twice as likely to purchase products as other mobile device users, making them a particularly attractive target audience for e-commerce companies.

Mobile phones and tablets are especially important as TV viewers tend to have them on hand as they watch TV. Adobe reports that consumers unlock their phones every five minutes and 36 seconds. That means the average consumer is interacting with his/her phone approximately five times during a 30-minute comedy -- or ten times during an hour-long TV drama. And often there's a connection between what they do on the phone and what they are watching.

As for the 63% who were "working" on their laptops while watching TV, all we can do is hope they weren't doing anything too important.

— Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation