Over one-third of US TV viewers regularly use apps to search for show-related information or check listings while in front of the TV.
Research from Parks Associates said that new mobile and app research shows that consumers are increasingly using mobile devices and second-screen apps as alternatives to traditional remote controllers and interactive program guides (IPGs).
The research also found that 36% of smartphone owners and 35% of tablet owners search for product/service information on the device while watching TV.
Over 25% of millennial (ages 18-30) with a smartphone engage in second-screen activity at least weekly while watching TV.
Almost 20% of these millennial access pay-TV programs via their service provider on their smartphone.
“With second-screen offerings for TV shows like Breaking Bad and Glee, companies are catching up to current habits of viewers, who are already interacting with their mobile devices while watching TV,” said Heather Way, senior research analyst, Parks Associates.