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The Growth of Multiple Screens and Online Multitasking

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Americans are in the throes of a new cultural pastime — it’s called multi-screen enjoyment — and this pastime shows no signs of losing momentum. People can’t just watch TV and talk about it the following day. With the Internet, it’s all about instantaneous commentary, response and feedback via social media channels like Facebook, Twitter, and Instagram.

Multi-screen ‘infotainment’ is becoming American’s preferred choice of leisure activity. Apparently, watching television via Direct TV bundles just isn’t enough, as 80 percent of people in a recent Deloitte survey said they multitask by using mobile devices while watching TV. That trend explodes during big TV events like the Super Bowl, Oscars, and Grammy awards shows.

The 2012 online survey, “State of the Media Democracy,” by Deloitte, also revealed that 26 percent of American consumers own a laptop, smartphone AND tablet. Of particular significance is the percentage of consumer owning tablets, which has risen 177 percent in just the last 12 months. And with mobile communication and viewing use and technology also on the rise, this trend remains constant whether consumers are at home or on the road. An April report from The NPD Group reports that a whopping 87% of people in the United States are using at least one mobile or second-screen device while watching TV.

Social Media Multitasking

The multi-screen approach to consuming content has obviously not gone unnoticed, and leading social media companies are at various stages of taking advantage of it. Twitter is leader of the pack, while Facebook is playing communications catch-up.

Twitter hash tags were featured in five times as many Super Bowl ads than Facebook mentions last January, according to Lostremote.com. The article also referred to the recent partnership announced between Nielsen Ratings Company and Twitter to create a joint rating system, and business-sponsored in-Tweet video

Article source: http://www.socialnomics.net/2013/07/30/the-growth-of-multiple-screens-and-online-multitasking/


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