How Viewers Combine Watching Television with Using Smartphones

TV isn't the only screen people look at when they're relaxing.

Now, most viewers (about 83%) also have a phone or tablet in their hands while watching their shows.

Smartphones, tablets, and laptops — they have all become inseparable companions of evening relaxation in front of the screen.

It's not that folks are just spacing out or not caring.

People really check out what they see.

They talk about it on social media and look up stuff about products they see in ads.

An interesting nuance: many consider such behavior a sign of digital addiction.

In reality, the second screen has turned into a tool for deeper interaction with content.

Viewers want more — more details, more context, more opportunities to participate in what's happening on television.

A study by YouGov, together with Statista, reveals curious demographic patterns.

Gender distribution is nearly even: 77% of men and 76% of women use smartphones while watching TV.

But income plays a substantial role — the higher the salary, the more often a person picks up a gadget in front of the television.

For people with an annual income of $40,000, this indicator is only 69%.

With income above $80,000, the figure jumps to 90%.

The age factor also matters: youth aged 18-34 (83%) and middle-aged audiences 35-54 years old (85%) are much more active than elderly viewers 55+ (66%).

These data are explained simply.

More affluent people have quality devices and fast internet.

Younger generations grew up with gadgets in their hands and perceive multitasking as the norm of life.

What Exactly Viewers Are Doing on the Second Screen

The Avocado study showed specific behavior patterns.

34% of users go to brand websites or apps after watching an advertisement.

30% launch search engines to find more information about a product that interests them.

Another 19% immediately head to marketplaces to make a purchase.

The viewing context determines smartphone activity.

Sports broadcasts are a true paradise for multiscreening: 49% of football fans use two or more screens simultaneously.

Mateslots bonus offers and other online casino promotions often attract the attention of sports channel viewers who simultaneously check betting odds.

69% of sports lovers pull out their phone after a commercial to learn details about the product they saw.

Football fans behave especially actively:

30% watch the match on two screens, and 19% use three or more devices.

In parallel, they scroll through social media (45%), switch between games (39%), or track statistics (34%).

Age dictates the choice of apps on the second screen:

Youth aged 16-24 prefer social media (86.9%), games (73.7%), and food delivery services (39.4%).

Viewers aged 35-44 more often open banking apps (59.7%) and online stores (30.9%).

The 55+ audience actively uses apps for booking travel (30.9%).

These preferences reflect the life priorities of different generations.

Students and young professionals socialize and entertain themselves.

Middle-aged people manage finances and make purchases.

Retirees plan trips and vacations.

Tools for Capturing the Second Screen Audience

Ad relevance comes to the forefront.

73% of viewers consider personalized ads more pleasant to perceive.

68% want to see advertising related to the content they're viewing.

Connected TV provides advertisers with precise targeting — showing messages to exactly those who are interested in them.

QR codes are experiencing a second birth after the pandemic.

The number of their users grew from 71.2 million in 2019 to a projected 99.2 million in 2024 — a growth of 28 million people.

Viewers simply point their phone camera at the screen and instantly gain access to the needed information.

The barrier between advertising and action virtually disappears.

Cross-device campaigns solve the forgetfulness problem.

Despite an impressive 72% recall of CTV advertising, people get distracted by the next episode or simply turn off the television.

Showing ads on multiple devices guarantees a sufficient number of brand contacts — sooner or later, the viewer will perform the target action on their smartphone.

The Future of Television Is Inextricably Linked with the Second Screen

Multiscreening has become an everyday reality for most TV viewers.

The appearance of new devices will only strengthen this trend — foldable smartphones, smartwatches, and AR glasses expand opportunities for parallel content consumption.

Advertisers have received a chance to turn viewer "distraction" into a powerful tool for engagement and conversion.

A technologically savvy audience with high incomes is an ideal target group for TV marketing.

These people are ready to interact with brands, buy products, and share impressions.

The main thing is to provide them with convenient tools for this.

Successful cases from international broadcasters prove the viability of the second screen strategy.

Apps pay for themselves and bring additional profit.

Young audiences expect interactivity and receive it through companion apps.

Live broadcasts get an instant traffic surge after the host's call.