Second-screen viewing continues to grow as a TV viewing habit, according to Nielsen’s most recent Cross Platform Report.
Nielsen estimates that 36% of people age 35-54 and 44% of people 55-64 years old use their tablets to enhance their viewing experience with apps and social media, and nearly a third of tablet users 25-64 check sports scores while watching games too. Nielsen notes that these tablet-using demos prove tech innovations are quickly spreading across almost all age groups.
Overall, almost 40% of Americans use their smartphones or tablets while watching TV on a daily basis, and 84% incorporate two screens at the same time at least once a month. Younger demos primarily use smartphones to engage in social media while watching TV, whereas older demos are more likely to use tablets, and tend to use second screens to seek info on shows they’re watching.
Femmes, who have been known to grab the remote and drive viewership for most broadcast series, are reaching for smartphones more than males. Over 40% of female smartphone users watch TV while using their smartphones, as opposed to 35% of males.
Nielsen’s Cross Platform Report said smartphone penetration in the U.S. is over 50 percent, and that over the last two years, almost users in one fifth of U.S. homes have become tablet owners.