Is Our Addiction to Tablets Changing the Way we Watch TV?
Is our addiction to tablets starting to change the way we watch TV?
According to a study released by AC Nielson, 70% of tablet owners and 68% of smartphone owners use their devices while watching television. While the tablet can distract from the main TV event, it also presents a huge opportunity for TV operators and app developers alike.
Recent research commissioned research commissioned by the Online Publishers Association shows that 12% of the U.S. population between ages 8-64 now own or use a tablet, and that number is projected to rise to 23% by early 2012, representing 54 million people.
While overall tablet sales are just beginning, they are earmarked for exponential growth which is set to transform the way we watch TV.
Tablets like the iPad and Motorola Xoom are positioning themselves as a media portal, and excel at playing high-quality video and TV content. And their strategy seems to be working; On the UK, iPad owners are consuming a lot of TV on their tablet:
1. 87% watch YouTube
2. 74% watch catch-up TV
3. 52% watch iTunes videos
4. 38% watch live TV
So how TV operators are responding?
1. Providing complimentary experiences
Smartphones and tablets are a bigger distraction to advertising than theDVR.
It therefore makes sense to develop compelling iPad apps that interact with the TV experience. Plus, considering the majority of tablet users are already on their devices when they’re watching TV, this approach keeps viewers engaged.
For example, a viewer watching American Idol or the Superbowl would be able to use their tablet to see the latest gossip, news, polls, and social chatter about the show- all in a single streamlined app.
2. Personalising TV
The tablet provides an easy gateway to personalise the TV experience- after all people already love customising their apps.