Following a study by Display Search they conclude that 15% of tablet owners and 35% of smartphone owners never view online TV content on their devices. The primary reason is that they prefer the larger TV screen. Of course that means that, for at least some of the time, the huge majority of tablet owners (85%) do and a healthy majority of smartphone owners (65%) do as well.
Our dual screening habits across 15 countries showed that 88% of tablet owners and 82% of smartphone owners used their devices whilst watching TV. “Email, Web browsing, texting, Facebook, and weather were among the top applications accessed….”
“The percentage of consumers who watch online content on their mobile devices instead of TVs also varies greatly depending on the type of market. For example, while 60% of connected-TV owners in the US, France, Italy, and other mature markets sometimes watch content on a tablet PC, but the number jumped to 72% in emerging markets such as Brazil, China, and India.”
The NPD DisplaySearch Quarterly Multi-Screen Usage Study is based on more than 15,000 surveys of connected-TV owners across the following 15 global markets: Brazil, China (Urban), France, Germany, India, Indonesia, Italy, Japan, Mexico, Russia, Thailand, Turkey, UK, US, and Vietnam. The survey focused on consumers who currently own a connected or smart flat panel TV (either with the TV’s internal connectivity or external connectivity options), as well as a tablet or a smartphone.