Everywhere you look, there are TV screens. You can see people watching their iPads in airports. Video is the most popular content for iPad users. Even smartphones are now displaying TV shows, video and movies.
In a new study, the more Internet-connected devices we own, the more likely we are to go online while watching television. We are watching more and doing more at the same time. No wonder we all feel like we have attention deficit disorder.
People with two to three screens become aware of new products offline more than 70% of the time. About a quarter or so learn about new products online. There is the reason Apple introduced the iPad on TV and traditional advertising rather than online.
In spite of all the distractions, owning so many screens doesn’t reduce the likelihood of remembering the names of TV advertisers, according to the study. Online or offline, video is still a major way for people to learn about new products and idea.
Source: Interactive Advertising Bureau, the Mutli-screen Marketer, May 2012.
I barely ever watch TV anymore without being on the iPad at the same time. One exception might be when it’s charging.