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Multiscreen reality for 60% of Italian viewers

Six out of ten viewers in Italy no longer watch programmes only on their TV set, with 45 per cent following programmes simultaneously on the laptop and 43 per cent on their smartphone.

The figures come from a recent survey by the “Social TV Observatory” of the DigiLab of the University of Sapienza in Rome. The project counted with the participation of leading Italian and international media groups such as RAI, Mediaset, Sky, Fox, Discovery, Viacom, Laeffe and Sony Pictures Television Networks.

According to the survey, 73 per cent of multi-connected users search online (especially via social media) tips to choose what to watch later on TV. In fact, 60 per cent do so when the programme is already airing or will begin shortly, while 50 per cent checks online the information received during the programme being watched.

Also, 53 per cent seek for information on the characters they follow on the TV screen and 48 per cent browse the sites mentioned by the transmission. Finally, quizzes, contests and games attract an additional 30 per cent.

However, only 10 per cent regularly make online purchases of products shown within a programme or during an ad break.

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