In its first global research into multiscreen viewing behaviour, mobile advertising network provider InMobi has found that 62% of mobile Web users indulge in multiscreen activities while watching TV.
The study of 15,000 mobile Web users across 14 markets found that overall mobile users are consuming 108 minutes of the average seven hours of media consumed per day via their mobile device. This was followed by online/PC with 93 minutes; TV, 92 minutes; and tablet, 37 minutes.
Of the multiscreen activities undertaken while viewing TV, social media was the most popular activity that consumers participated in, accounting for just under half (48%) of the sample, while 46% of respondents indulge in instant messaging, 30% reported playing games or listening to music and nearly a fifth (18%) reported searching for additional information about the products seen on TV.
Commenting on the study, Shrikant Latkar, VP of global marketing at InMobi, said: "The growing trend of multiscreen viewing provides a valuable opportunity for marketers to connect with television viewers through mobile devices. TV viewers are already using mobile devices while they watch programmes on the big screen, and they seem to be looking for ways to augment the experience through their tablets and smartphones."
InMobi asserted that its data showed that marketers should expect increased opportunities to come out of multiscreen commerce. It added that multiscreen's clear acceptance across numerous audience groups offers a breadth of opportunity for brands that are looking to capitalise on a broad audience segment. That said, though multiscreen usage spanned age groups, not surprisingly millennials aged 20-34 were most prevalent, with 69% showing multiscreen behaviour. Three-quarters (75%) of respondents had discovered something new about a product via their mobile device and nearly half (45%) stated that mobile had influenced their in-store purchasing behaviour.
"It's imperative that marketers develop and execute a multiscreen strategy to provide a deeper brand experience that reaches across multiple channels and devices," Latkar added. "Consumers are beginning to demand content that is relevant for the context they are in, and we believe that marketers can significantly increase engagement time and interaction if they implement savvy multiscreen strategies. Forward-thinking marketers have already started to plan their media buying activity holistically across TV, print, digital and mobile, and we expect this trend to accelerate in the coming year."