Multiscreen, social TV reach further than millennials | Social TV | News | Rapid TV News
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While the industry is reporting on the extensive multiscreen habits of younger generations, the older population is increasingly taking part in this trend.

Nearly nine in ten Spanish millennials use second screens while watching TV, and 61% actively comment on the programming, says the latest Zenith Media multiscreen report.

But this trend isn’t exclusive to the youth market, according to Mapi Merchante, research director at Zenith, who stated that one in four viewers over 55 are also using multiple devices.

Social TV activities are mostly carried through smartphones (37% of Spanish population do this), computers (17%) and tablets (14%). According to Zenith, smartphones have the most potential, as 83% Spaniards own one.

One in four Spanish people have some form of multiscreen interaction with TV programming. When looking at millennials, the rate increases to 61%.

Reading what other viewers say about the show (15%) is the most common activity performed while watching TV, followed by commenting on it (11%), accessing TV-related content online (10%) and using content apps (7%). Social TV habits are more extensive when it comes to live shows, and Twitter is the preferred platform.

According to Merchante, consumers have quickly become part of the new television trends because there is a larger offer and they can now choose what to watch, when and where. “And advertisers should take this as an opportunity and integrate their strategies with mobile devices,” she says.