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

Linux Phone Standards Forum

A new Linux Phone Standards Forum (LiPS) has been founded to promote mass market adoption of Linux telephony terminals through standardization, interoperability testing and market education. The founding members include Cellon, France Telecom, FTM Labs, Huawei, Jaluna, Mizi, Open Plug and PalmSource. LiPS will support device manufacturers and operators in bringing to market Linux-based devices at lower cost (due to lower deployment costs through standardization), while facilitating the programming and development process for software and silicon vendors. The Forum said plans to work with other organizations such as the OMTP and OMA to identify requirements of distinct device categories including smartphones, feature phones, fixed-line, or converged devices. For each of these categories, or profiles, LiPS will define standard API�s that support relevant applications and services as well as a certification process for technology providers. In keeping with the open source philosophy, L

Cloud Services Gain New Momentum in Europe

Across European nations, more CIOs and CTOs are investing in public cloud services that become the essential foundation for the design and delivery of innovative digital transformation projects. Public cloud computing spending in Europe will reach $113 billion in 2022 and will double to $239 billion by 2026, growing at a 22 percent 5-year CAGR, according to the latest market study by International Data Corporation (IDC). Investments in Software-as-a-Service (SaaS) will continue to lead most of the spending in Public Cloud in Europe in 2022, but Platform-as-a-Service (PaaS) will be the fastest-growing segment. In fact, PaaS enables digital business deployment via the quick testing and production of new software applications. Public Cloud Market Development Professional services, banking, and discrete manufacturing will be among the top spenders in public cloud services, absorbing almost 60 percent of the overall public cloud services spend in 2022.  Human-centric industries are adjustin

Strategic Digital Transformation Spending Trends

Looking ahead, many Chief Executive Officers (CEOs) continue to selectively invest in new strategic digital transformation projects that enable a significant competitive advantage. Some additional investments may go towards improving existing IT infrastructure and operations.  Worldwide IT spending is now projected to total $4.5 trillion in 2022 -- that's an increase of 3 percent from 2021, according to the latest updated estimate by Gartner. For now, most CIOs will be relieved that their budget is safe from major cuts. While IT spending is expected to grow in 2022, it will be at a slower pace than in 2021 -- partly due to a 5 percent cutback on spending for personal computers, media tablets, and printers. Digital Transformation Market Development "Central banks around the world are focusing on fighting inflation, with overall inflation rates expected to be reduced through the end of 2023. However, the current levels of volatility being seen in both inflation and currency exch