Only 24% of viewers use a second screen while watching factual content, according to the findings of a new study by Discovery Networks Central & Eastern Europe, Middle East and Africa (CEEMEA).
The study, entitled The Age of Curiosity, was unveiled at a conference attended by Broadband TV News in Bucharest on November 25.
Focused on viewers aged 16-55 in seven markets – Germany, Poland, Romania, Russia, Saudi Arabia, South Africa and Turkey – who watch non-fictional video, the study also showed that of those using a second screen while watching factual the majority (37%) did so to check social media or to browse the web for things irrelevant to what they were watching (28%).
Significantly, there was no evidence that viewers were interacting with the programme they were watching.
The study also found that just over half (51%) of viewers in a curious or inquisitive mood turn to live broadcast TV, with the two next most popular platforms being websites (20%), pre-recorded programmes (10%) and social media (8%). Much less popular were online subscription services (3%), downloaded or on mobile device (2%) or DVD or Blu Ray (2%).
The type of programme they turned to was chiefly current affairs (13%), nature (12%), science (11%) and history (10%).
Of the 51% who opted for broadcast live TV, 26% watched something that caught their interest while browsing and only 8% whatever came up when they switched the TV on.
The premise of the study is that once there was too little information and the people who controlled it controlled the world. Knowledge was power.
Then there was too much information, and overload became stress.
Now, says Discovery, there is a new attitude around the world in which knowledge is pleasure. “Welcome to the Age of Curiosity”.
