Skip to main content

U.S. Millennials Have Adopted Social TV Applications

Media tablets, especially for younger people, are an extension of the television program viewing experience. The implications to advertisers on TV could be very significant, because much of the use occurs during commercial breaks.

According to the latest market study by NPD Group, 56 percent of U.S. tablet owners age 18-34 use their tablet for activities related to the TV program they are watching, or for other online related activities. 

In contrast, this compares to just 41 percent among all tablet owners age 18 and older.

The top three TV-related tablet activities among Millennials are:
  1. Searching for TV programs to watch (34 percent).
  2. Social media engagement related to a TV program (31 percent).
  3. And, learning more about the program they are viewing (30 percent).
Even more tablet owners age 18-34 say they want to use their device in conjunction with TV viewing in the future, and apparently social media is a driving factor.

Among Millennial tablet owners, 44 percent said they would consider using their device in the future for social media activity related to a TV program making it the number one way this age group wants to engage while watching TV.


"Millennials are advocates for TV apps," said John Buffone, executive director at the NPD Group. 'They seek out programming in this manner and hopefully leverage it to draw in friends and family members."

Media tablets are actively being used as a TV companion in American homes with an internet connection, where viewers are more likely to watch children's, family, music, and premium cable networks.

The networks with the greatest over-index of tablet usage as a TV companion span across these categories and are led by Nick at Nite, MTV, and Showtime.

According to the NPD assessment, with the proper integration, tablets can be an effective tool for increasing viewer engagement among Millennials and their broader social network.

Social networking is a key strategic element in the evolution of the high-profile networks this generation is viewing. Children's, family, music, and premium cable networks should invest in social media strategies that complements their programming and encourages their viewer to spread the word about content they are watching.

Popular posts from this blog

How to Drive Value Creation from Digital Business

Across the globe, many forward-thinking CEOs and CFOs continue to fund business technology investments that enable meaningful and substantive digital transformations, ahead of their industry peer group. That's why CIOs and other IT leaders must now accelerate the quest for value creation and drive digital growth from those ongoing investments, according to the latest market study by Gartner. "The pressure on CIOs to deliver digital dividends is higher than ever," said Daniel Sanchez-Reina, VP Analyst at Gartner . "CEOs and boards anticipated that investments in digital assets, channels, and digital business capabilities would accelerate growth beyond what was previously possible." Digital Business Market Development   CIOs expect IT budgets to increase 5.1 percent on average in 2023 -- that's lower than the projected 6.5 percent global economy inflation rate. A Gartner survey analysis revealed several ways in which CIOs can deliver "digital dividends&qu

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p