More people consuming TV and internet together, research claims
More people are getting into the habit of watching television while browsing the internet according to a new consumer survey.
TV: report reveals viewing TV while browsing the internet is on the increase
Four thousand UK nationals were polled by GfK for a report by Deloitte on behalf of the MediaGuardian Edinburgh International Television Festival.
Over two thirds (68%) of respondents now browse the internet at least occasionally while watching TV, up from 56% last year.
The proportion of people who do so frequently has increased to 30% from 16% last year.
Shopping was one of the most popular activities, with 45% of the whole group doing it.
One in five 18- to 24-year-olds discover and then purchase a product or service because they have seen it on television, making it the third most powerful purchasing influence for this age group.
The more popular influences were coming across the product or service in a shop (32%) and recommendations from family and friends (21%).
Facebook (3%) and Twitter (2%) currently have much less influence on their purchasing decisions.
Jolyon Barker, global lead for Technology, Media and Telecommunications at Deloitte, said: "The television industry should consider how best to react to this opportunity. However, the optimal response is not straightforward.
"Taking a share of the transaction value may precipitate an undesired wholesale shift to commission-based advertising.
"Given television's role in brand-building, such a move could be counter-productive. Making programme that are perceived as too overtly created to sell merchandise may trigger a viewer backlash."
The survey also found that 13% of people plan to buy a tablet computer in the year ahead. It follows a survey last week in which 11% of people said a tablet would be their favourite way to access the internet would be in one year's time.
This article was first published on mediaweek.co.uk
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