The age of distracted viewing

Half of all cell phone owners use their devices while watching TV, according to a new study by the Pew Research Center. Owners use their phones to engage with content, avoid advertising or interact with others. The report is based on a survey of 2,254 adults via landline and mobile phones.

The numbers drop dramatically with the increase in an owner’s age.

First the general stats. Of the 88% of American adults who own cell phones:

  • 38% use their phone to keep themselves occupied during commercials or breaks in something they are watching
  • 22% check whether something they’ve heard on television is true or not
  • 6% use their phones to vote for reality show contestants.

“Taken together, that works out to 52% of all adult cell owners who are ‘connected viewers’—meaning they took part in at least one of these activities in the 30 days preceding our survey,” the center reports.

A deeper dive into the numbers shows that as you age, you are less likely to use a mobile phone while watching TV:

  • While 81% of mobile phone owners in the 18-24 age bracket use their phone while watching TV, only 29% of those aged 55-64 and 16% of adults over age 65 multitask.
  • 73% of the 18-24 crowd uses phones to distract themselves during commercials while the numbers for the two older groups drop to 16% and 9%, respectively.
  • 45% of the 18-24 cohort uses the phone to fact check TV content while, in the two older groups, those numbers plummet to 8% and 4%, respectively.
  • Only 1% of adults over age 65 see what others are saying online about the program they’re watching. The figure rises to 28% for the youngest age group.

The numbers are similar for owners who use their mobile devices to interact with friends or contribute thoughts about televised content. In the 18-24 group, 28% post comments, 43% exchange test messages with others watching the same program and 7% vote for a reality show contestant. Compare that with adults over age 65, who rarely post comments (1%), seldom exchange text messages with other viewers (4%) and don’t vote for contestants (3%).

What does that say about engagement among older viewers? Are they too old fashioned to use new devices or do they have longer attention spans? Are they less inquisitive or more patient? What do you think?

Jeff Widmer

Email vs. texting: a generational divide?

Email is still the more popular mode of Internet communication but teens prefer texting, according to a pair of surveys. Is the split a harbinger of a shift in corporate messaging?

According to a new global survey 85% of adults use the Internet for email while 62% use it for social networking. Private research firm Ipsos conducted the survey among 19,216 adults in 24 countries.

Parse the demographic by age and you get a different story. A 2009 survey by the Pew Research Center found that 54% of teens were texting daily in September 2009. The quantity of those messages is also increasing at a quantum rate. Half of teens sent 50 or more text messages a day, or 1,500 texts a month, and one in three were sending more than 100 texts a day, or more than 3,000 texts a month. Output ranged from a high with older teen girls ages 14-17 of 100 messages a day to a low among the youngest teen boys of 20 messages per day.

“Text messaging has become the primary way that teens reach their friends, surpassing face-to-face contact, email, instant messaging and voice calling as the go-to daily communication tool for this age group,” the study said.

Since the survey, the Pew Center reports that the volume of texting among teens has risen to 60 texts for the median teen text user. In a separate survey, the center said smartphones are gaining teenage users. “Some 23% of all those ages 12-17 say they have a smartphone and ownership is highest among older teens: 31% of those ages 14-17 have a smartphone, compared with just 8% of youth ages 12-13.”

Texting could increase as more teens acquire smartphones, and their preference for communicating may supplant email as teens move into the workforce. While it’s overshadowed by social media use it’s a trend marketers might want to monitor.