Multitasking: It’s Not Just A Work Thing

Apparently, there is no such thing as sitting in front of the tube and just watching a program anymore. According to Accenture, the number of viewers multitasking while watching a show, integrating second-screen devices into their viewing experiences and accessing more Internet-based content continues to grow. The tablet is the preferred second-screen device, with 14 percent of those polled using one to search for content and social-media activities related to the TV program being watched. Some 65 percent said they watch Internet-based video content at least once a week on a PC/laptop, and more than 30 percent are watching content on a smartphone. This knowledge, Accenture points out, should prod operators and other content providers to create “digital relationships” with consumers to improve interactions, to develop better insights into individual preferences and to deliver a more customized consumer experience.