TV Still the Primary Focus
BY DOUG MCPHERSON
SAN JOSE, CALIF. — A new study from
TiVo Inc. says if a TV set is on, it’s the
key focus in the home even though many
viewers report having multitasked at least
once while watching TV (69 percent
browse the Web, 48 percent cook and 23
percent chat online, for example).
Yet 76 percent of people say their
primary focus is actually watching what’s
on TV. More than 45 percent of TiVo
users and 35 percent of non-TiVo users
said their attention was directed only towards TV, and not to anything else, while
Among the multitaskers watching
TV, 61 percent use smartphones most frequently, and 6 percent use portable gaming systems least frequently. However,
numbers drop when asked about frequent
device usage while watching TV. About
a quarter ( 24 percent) report using smartphones every time or almost every time
they watch TV.
Many respondents say they use the Internet to find content related to their favorite shows, only 27 percent said they
do so while watching their programs.
(Online activity occurs after watching a
program — 14 percent do that right after
watching and 32 percent search sometime
during the following week.)
Most TV viewers don’t use the Internet (not including social media) to
connect with others to discuss TV shows.
A full 61 percent of TiVo users and 55
percent of non-TiVo users agreed with
the statement: “I only want to discuss
TV with people I know, not with Internet strangers.” And 43 percent of social
media users also agreed with that statement; they prefer to turn to their social
networks versus open Internet forums to
interact with others to discuss TV programming.
Nearly 70 percent of respondents who
were TiVo users said they actually notice
TV hashtags. But of those, 63 percent
said they don’t like seeing them during
shows, while only 3 percent said they
liked seeing them.
TiVo conducted the
online survey of 1,660 households Oct. 16-Nov. 7, 2013.