1 in 5 Second-Screeners Shop for Products Seen in TV Ads

Using another device while watching TV has become a widespread activity (something discussed here and here) and while that has the potential to distract viewers, it also provides them with the possibility of enhanced engagement with the content they’re watching. Although research suggests that most multi-screening activities are unrelated, new data from the NPD Group takes a look at what types of related activities are most popular among second-screeners. Among the most common is shopping for a product seen in an ad, by 19.4% of TV watchers who engage in second-screen activities. (more…)