Survey of TV and online viewing reveals surprising behavior
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blinkx, a major video search engine, announced the results of a new survey on television and online video viewing habits conducted by Harris Interactive. The survey, designed to shed light into the interplay between television viewing and Internet usage, revealed some startling results.
When it comes to television viewing, the survey showed that more than three in four adults are doing the two-screen tango. Viewers aren’t necessarily abandoning their TV in favor of the Web; many are using the Web as an accompaniment to their TV viewing. In fact, 78% U.S. adults go online while watching TV, and more than a third of them do so always or often.
“Double-dippers” are comprised of adults who enjoy surfing the Internet while watching television. Fully 62% of double-dippers surf the web while watching television for content that is not related to what they’re watching. And 25% of double-dippers go online for information specific to the programming they are currently viewing. Most commonly, double-dippers who surf the web for related content are looking for more information or color about what they’re watching, be it profiles of the actors (51%), products/services that appeared in or were advertised during the program (40%), or related upcoming events (39%).
A summary of some other highlights from the survey include:
-- 78% of adults who watch television use the web while doing so
-- 35% report doing so often or always
-- 62% of double-dippers surf for content related to what they're watching
-- 40% of them look for products/services that appeared in or were advertised during the program they're watching
-- 39% of them look for upcoming/related events
-- When it comes to watching video or television content online, twice as many online adults typically watch full-length television shows, movies, or sporting events, as compared to user-generated content (25% vs. 13%, respectively).
-- When it comes to finding Internet video content, consumer behavior is almost equally divided between search engines and users going directly to content owner Web sites
When it comes to television viewing, the survey showed that more than three in four adults are doing the two-screen tango. Viewers aren’t necessarily abandoning their TV in favor of the Web; many are using the Web as an accompaniment to their TV viewing. In fact, 78% U.S. adults go online while watching TV, and more than a third of them do so always or often.
“Double-dippers” are comprised of adults who enjoy surfing the Internet while watching television. Fully 62% of double-dippers surf the web while watching television for content that is not related to what they’re watching. And 25% of double-dippers go online for information specific to the programming they are currently viewing. Most commonly, double-dippers who surf the web for related content are looking for more information or color about what they’re watching, be it profiles of the actors (51%), products/services that appeared in or were advertised during the program (40%), or related upcoming events (39%).
A summary of some other highlights from the survey include:
-- 78% of adults who watch television use the web while doing so
-- 35% report doing so often or always
-- 62% of double-dippers surf for content related to what they're watching
-- 40% of them look for products/services that appeared in or were advertised during the program they're watching
-- 39% of them look for upcoming/related events
-- When it comes to watching video or television content online, twice as many online adults typically watch full-length television shows, movies, or sporting events, as compared to user-generated content (25% vs. 13%, respectively).
-- When it comes to finding Internet video content, consumer behavior is almost equally divided between search engines and users going directly to content owner Web sites
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