Research by smartclip reveals simultaneous use of Internet and TV is now an everyday reality

84 per cent of those surveyed by smartclip cited non-linear viewing as the main draw of owning a Connected TV, stating the ability to choose what they watched was the most appealing aspect of the technology. Niche interest programmes which were no longer shown on traditional TV also played an important role for 66.5 per cent of respondents.

In terms of current Connected TV users the research could prove valuable to advertisers as a large proportion of owners were found to be 29-39 year old males, an audience which are often viewed as a target group difficult to reach through traditional TV channels. “The target groups that are highly sought after by advertisers are the ones making use of all digital end-devices. Once you have got to grips with the extent of the opportunity that Connected TV presents, the possibilities are endless,” adds Shirlene Chandrapal, Vice President Connected TV and Mobile at smartclip. Second-screen technology is also impacting on traditional TV viewing with a third (33 per cent) of respondents claiming they were also using a Tablet PC whilst watching television, a further 29 per cent said they ‘nearly always’ used a smartphone whilst watching television. Respondent’s reasons for using a second-screen ranged from ‘researching or surfing the internet’, to ‘looking for products from TV/online advertising’, and ‘taking part in live chats on TV programmes’. Chandrapal commented that second-screen usage is “competing for the attention of consumers, and drawing them away from linear TV,” she continues that TV viewers are now using the opportunities these new technologies bring to their advantage and “combining them so that each screen's strength plays to the other.”