An article at Campaign highlights OMD UK’s Future of Britain research that shows that people swap devices 21 times an hour while watching TV in the evening. People are flipping to other devices at times when they are bored with the TV. I can certainly believe this, especially when multiple people are watching the same programme. Often there’s at least one person is less interested in what’s being watched by the group.
The article concentrates on what this means for TV ads. However, I find it more interesting that while TV manufacturers are integrating the Internet and apps into smart TVs, people are instead accessing via their personal devices. Apart from viewing Netflix or YouTube, most people want to do more personal things such as access social media, view sites or shop rather than share all this with other viewers in the room.