Study shows cell phone owners use device while watching TV

Jul 18, 2012 17:21:59Posted by John Skorick, MyAKA Founder & CEO

Study shows cell phone owners use device while watching TV

A recent study conducted by the Pew Research and American Life Project found Americans are using their phones while watching the television more often than not. More than half (52 percent) of the 2,254 Americans surveyed admitted to using their mobile device with the TV on.

The study, which was conducted in March and April, showed Americans are doing a wide range of things on their devices while they are watching TV. Among the respondents, 38 percent said they use their phones to occupy their attention during commercial breaks, and 23 percent said they would text a friend or relative who was watching the same show at another location.

The survey also showed that 22 percent reported they used their devices to see if something said on the program was true or not, while 20 percent said they were checking websites mentioned in the show. In addition, 11 percent responded they were looking to see what people were saying about the program, and another 11 percent were posting their own comments. Only 6 percent of respondents said they used their device to vote for a reality show contestant.

The figures varied greatly between those who have a smartphone and those who don't - 74 percent of smartphone owners copped to using their device. Conversely, only 27 percent of non-smartphone owners said the same.

The study also looked at demographics and discovered individuals in households with annual incomes of more than $50,000 were more likely to interact with their mobile device while watching TV over those who lived in homes with less income.

According to CNET, this information may trigger some advertisers and marketers to start featuring interactive commercials in hopes of getting the viewer to access the products they are marketing. However, many people are becoming more aware of their mobile privacy and security, and some may be reluctant to click onto sites they are not familiar with.

Even though advertisers may use this as another method for getting consumers to purchase or use their products, many Americans may still stick to what they know - updating their statuses or checking their email while watching TV, according to the news source.