smartclip releases report on the connected consumer

smartclip, the multiscreen video and brand advertising platform, has published research on Connected TV users from its Multiscreen is reality – how Connected TV is changing the television landscape research paper, in association with Research Now.

Commenting on the research, Shirlene Chandrapal, vice president connected TV and mobile at smartclip, said: “The target groups that are highly sought after by advertisers are the ones making use of all digital end-devices. They use the new opportunities that Connected TV presents across tablet, PC and smartphone screens intuitively and individually, whilst combining them so that each screen’s strength plays to the other.

“The move towards buying an internet-capable television sets the trend towards second screen usage amongst users who are accessing the internet via smartphone, tablet, PC or notebook whilst also watching TV, competing for the attention of consumers, and drawing them away from linear TV.

“Once you have got to grips with the extent of the opportunity that Connected TV presents, the possibilities are endless.”

The research showed that nearly two-thirds of respondents now use the internet frequently while watching TV, with 26% of respondents always being online while watching TV.

Internet-based use of multiscreen viewing is most important according to the respondents of the study, exceeding TV viewing in terms of the length of time used.

More than half the respondents (56%) already own the devices necessary to use the internet via a TV screen, whether directly via smart TV devices, or via a connected TV device such as a Blu-ray player or a gaming console connected to the TV set.

Read more at 4rfv.co.uk.