Nielsen has released its latest Cross-Platform Report, which measured the media consumption of Americans in the second quarter of 2012. In it, the company finds that close to 40% of Americans now use their tablets or smartphones at least once a day while watching TV, and twice as many (85%) do it at least once a month.
Considering that Nielsen also reports that Americans spent more than 34 hours per week in front of their television sets in the second quarter of 2012, this suggests ample opportunities for advertisers to reach plugged in consumers while they're watching TV and interacting with a mobile device.
Other findings from the report include: 25-34 and 55-64 year olds are the most likely age groups to use their tablets multiple times per day while watching TV. Nearly half of 18-24 year olds use their smartphones at least once a day while watching TV. 36% of 35-54 year olds and 44% of 55-64 year olds use their tablets to dive deeper into the TV show they're watching at that time. 29% of 25-34 year olds shop on their smartphones while watching TV.
Source: Cynopsis Media, Nov. 2012
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