A study done in the UK has found that the vast majority of mobile device users, whether it’s a smartphone, tablet or laptop, use the device while watching television – and they will use them to conduct an internet search based on a commercial.
According to a New Media Knowledge report on a study from eDigitalResearch and IMRG, four out of five smartphone and tablet owners use them while watching television – they came in at 80% and 81% respectively, and three out of four (73%) of laptop owners fall into the same category.
The great news for television broadcasters and advertisers is that 41% of them will actually go online and browse after being cued by an ad.
Retail sites join social media and search engines as the destinations of choice of the dual-media users.
According to the study, 30% will actually use their device to make a purchase as a direct result of seeing a commercial on television.
RBR-TVBR observation: Modern technology has made the living room an actual point of purchase – this is an extremely valuable selling point when trying to get a client to run a television campaign. By making sure the advertising contains the necessary elements to spur immediate spending, you will make your client’s cash register sing, and your client will in turn make your cash register sing. It’s the 21st Century – use it to your advantage!