A study by the consulting firm Deloitte found that 37% of American consumers own a tablet, smartphone, and laptop computer. That’s 42% higher than the previous year, according to Deloitte’s eighth annual Digital Democracy Survey.
“At least for now, the tablet is not being viewed as a replacement for a laptop, but rather for its own distinctive uses,” Gerald Belson, the U.S. media and entertainment sector leader at Deloitte, told Marketing Daily. “The primary uses are around watching video, as well as Internet activity and games.”
Women make up 45% of the group using multiple devices. In addition, the percentage of people streaming content rose from 17% in 2012 to 32% in 2013. Belson added that millennials are spending more time watching content on devices other than television, even if the content was originally created for television.
The survey of 2,000 consumers in the United States also found that just 6% of respondents with a pay-TV service were thinking about stopping that service over the next 12 months. At the same time, 86% admitted to multitasking on other devices while watching television, with just 22% doing something directly related to the program they were watching.
“The second-screen experience hasn’t been compelling enough for a majority of consumers to link the second screen to the primary content,” Belson said. “The good news from an opportunity standpoint is that the second device is in consumers’ hands and it tends to be an interactive device.”