Entertainment Accounts for Half of Device Screen Time
People are spending half their time on their computing devices playing games, reading books, watching video content or listening to music, according to a recent end-user survey by Gartner.
The rest is spent on communication (26 per cent), such as sending emails and visiting social media sites, production activities (15 per cent), such as editing videos and writing blogs and finding information (nine per cent), including checking the news and weather and researching products and services.
Meike Escherich, principal research analyst at Gartner, said: “Of the different types of activity, people spend by far the most time on entertainment and people often use several devices at once, so it seems we are turning into a society of multitasking, multiscreen users.”
She said consumers continue to use tablets most in the evening, suggesting they are becoming companions to television viewing and other living-room activities.
The research, conducted in July 2013, surveyed 726 tablet owners in the US, UK and Australia. It found the respondents spend an average of four hours a day of their personal time in front of devices with screens, including tablets, smartphones and PCs, but excluding TV sets, game consoles, e-readers and MP3 players.
Interestingly, it was revealed that owners of Apple and Samsung devices in particular spend more time on entertainment than those who have other brands – around 30 minutes extra each day. iPad owners use their tablets most often and over 80 per cent of them are heavy users, picking it up ten or more times a day.
Consumers are now utilising their personal devices to watch video content, which can either be live television or on-demand programming. Broadcasters need to keep this in mind when developing their digital strategies and the industry is now seeing many traditional companies move towards an eCommerce business model.