16% of TV’s audience is using social media at the same time: stats

One in every six occasions, viewers who watch primetime television are also using social media, whether its related to the show they’re watching or not.

This is according to the latest study from the Council for Research Excellence (CRE) based on a sample of 1,665 respondents between September and October 2013.

In an earlier study carried out by Deloitte in 2013, more than half of adults admitted to interacting with another form of media while they watch television, this is more than double the previous year’s figure of 24% who admit to second screening.

This is a huge increase and this figure will likely rise even more steeply in 2014. The Deloitte research however covers all activity on a mobile device, whether it’s interacting on social media, shopping, browsing the internet for unrelated information or sending emails.

Let’s take a look at some more results from the CRE study, which mainly concentrates on the use of social media while second-screening.http://www.asi.eu.com/2014/03/26/16-of-tvs-audience-is-using-social-media-at-the-same-time-stats/