More consumers surf web while watching TV
|22 Aug 2011 2:24 BST||Back|
Also in the news
A Deloitte study has found that a growing number of people are surfing the web while watching television.
The consumer survey found that over two thirds (68%) of people now browse the internet at least occasionally while watching TV, up from 56% last year.
Deloitte partnered with research firm GfK to survey 4,000 UK adults on behalf of the MediaGuardian Edinburgh International Television Festival.
Shopping was the most popular activity, with 45% of respondents saying they shopped online while watching TV.
Last year, 16% of people said they frequently surfed and watched TV at the same time – this has gone up to 30%.
Shopping was one of the most popular activities, with 45% of the whole group doing it.
A fifth of 18- to 24-year olds who saw a product or service on TV went on to buy them online, making it the third most powerful purchasing influence in this age group.
The only more powerful influences among 18 to 24 year olds were finding products in a store (32%) and recommendations from family and friends (21%).
Surprisingly, social networking sites are not powerful purchase drivers, with Facebook scoring just 3% and Twitter 2%.
With 13% of respondents saying they are planning to buy a tablet computer in the next year, this trend looks set to rise.
Jolyon Barker, global lead for technology, media and telecommunications at Deloitte, sees tablets as working as digital tills on viewers’ laps. She points out that consumers are increasingly researching products on the internet before making a purchase. The television industry should consider how best to react to this opportunity.