The research firm said that while multitasking is common, US viewers aren’t use their second-screen devices to interact directly with apps designed for the TV programmes they are watching. Only 47 per cent of second-screen users participated in TV relevant activities, according to the study. Those that did interacted most by visiting IMDb, Wikipedia, and social networks.
“Viewers are interested in searching to find further information about TV shows they are watching, but they are not using games and other immersive applications created as a component of the programming,” said Russ Crupnick, senior vice president of industry analysis at NPD.
In spite of this, NPD found that at 88 per cent, nearly all US households own at least one device that can be used as a second screen, with 87 per cent US entertainment consumers reported to be using at least one second-screen device while watching television.
PCs were the devices most used simultaneously with TV, at 60 per cent, followed by smartphones at 55 per cent and tablets at 49 per cent.