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

Big Data Analytics Revenue to Reach $215.7 Billion

Across the globe, more leaders seek actionable insight from the customer data they've stored in huge data lakes. Worldwide spending on big data and business analytics (BDA) solutions is forecast to reach $215.7 billion in 2021 -- that's an increase of 10.1 percent over 2020, according to the latest worldwide market study by International Data Corporation (IDC). Moreover, BDA technology investment will likely gain momentum over the next five years as the global economy recovers from the COVID-19 pandemic. The compound annual growth rate (CAGR) for global BDA spending over the 2021-2025 forecast period will be 12.8 percent. Big Data Analytics Market Development "As executives seek solutions to enable better, faster decisions, we're seeing relatively healthy BDA spending across all industries. Leveraging data for insights into everything from internal business operations to the customer journey is top of mind and of strategic importance," said Jessica Goepfert, vice

Why Cloud Fuels Net-New Digital Business Growth

CEOs and Line of Business (LoB) leaders seek the fastest path to meaningful digital transformation advancement. Meanwhile, investment trends in cloud computing infrastructure continue to expand the capabilities, accelerating growth across all segments within the public cloud services market. According to the latest worldwide market study by Gartner, the four key trends are cloud ubiquity, regional cloud ecosystems, sustainability or carbon-intelligent cloud, and automated programmable cloud infrastructure. "The economic, organizational and societal impact of the pandemic will continue to serve as a catalyst for digital innovation and adoption of cloud services," said Henrique Cecci, senior research director at Gartner . "This is especially true for use cases such as collaboration, remote work, and new digital services to support a hybrid workforce." Global Cloud Computing Market Development Hybrid, multi-cloud and edge computing environments are growing and setting

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente