November 1, 2013
Half of Kiwi adults using second screens while watching TV
About 51% or 1.7 million adult New Zealanders are now using other electronic devices while watching television.
A new study by Horizon Research finds 184,000 adults are using electronic devices to respond to advertisements on
television using an average of 2.5 devices, from smartphones to tablets, laptops, desktop computers and multi-screen
TVs.
Some 2,860 people aged 18+ nationwide were asked were asked whether, while watching television, they responded to an
advertisement, responded to programme content, or used another device for a non-programme-related purpose, and what
devices they used to do that.
A third of respondents do not use other devices while watching television, but 51% do – equivalent to around 1.7 million
New Zealanders 18+.
ActionALLNzers 18+Respond to advertisement while watching TV5.5%184,400Respond to programme content while watching TV11.7%393,100Non-programme-related purpose51.1%1,715,300None of these32.7%1,099,500
Horizon Research says it appears the groups who respond to advertisements or programme content are largely separate;
only 7% of those who respond to advertisements while watching TV will also respond to programme content, and vice versa.
Similarly, only 1.5% to 1.8% of those who use devices for non-programme-related purposes while watching TV also
responded to either advertisements or programme content using those devices.
Responding to advertisements
Respondents reported using an average of 2.5 different devices to respond to advertisements. 77% of those who respond to
advertisements used laptops/notebooks/ultrabooks, with smartphones and desktop computers being the next most popular
alternatives.
Respond to advertisement while watching TV, using:TotalNzers 18+iPad23.0%42,400iPad Mini5.0%9,200Other tablet7.1%13,100Smartphone64.3%118,500Laptop/notebook/ultrabook76.8%141,600Desktop computer59.6%109,900Multi-screen on TV10.8%20,000
Responding to programme content
Respondents reported using an average of 1.7 different devices to respond to programme content. As with response to
advertisements, those who respond to programme content are most likely to use laptops/notebooks/ultrabooks, with
smartphones and desktop computers again being the next most popular alternatives.
Respond to programme content while watching TV, using:TotalNzers 18+iPad14.2%55,700iPad Mini10.1%39,600Other tablet23.7%93,200Smartphone34.4%135,100Laptop/notebook/ultrabook46.7%183,500Desktop computer33.0%129,700Multi-screen on TV13.1%51,400
Device use not related to TV programmes
Smartphones are much more likely to be used for things that not programme-related, but note that
laptops/notebooks/ultrabooks remain the most commonly used for non-programme-related purposes while watching TV.
Use a tablet, computer, smartphone for a non-programme-related purpose while watching TV, using:TotalNzers 18+iPad19.1%327,400iPad Mini3.1%53,200Other tablet15.3%262,600Smartphone48.3%828,300Laptop/notebook/ultrabook56.5%969,100Desktop computer25.4%435,600Multi-screen on TV2.2%37,500
The Horizon study covered 2084 adults nationwide in August 2013. Weighted, the maximum margin of error at a 95%
confidence level is +/- 1.8%.
The study also reports on information services, like Sky TV and Igloo, being used by New Zealanders and details how many
are recording and viewing or skipping television advertisements by channel.
ENDS