Nielsen: Second Screening Is A Worldwide TV Habit - 04/05/2012...Smartphones and tablets have become living room companions for TV viewers to an astonishing level in the U.S. Nielsen reports that in its multinational survey of device owners, 88% of people in the U.S. with tablets say they have used their device while watching TV at least once in the last month. When it comes to smartphone second screening, the level of penetration is just as high -- 86%.
Impressive as the raw reach of tandem viewing may be, it is the frequency that is most impressive. For the U.S. audience with tablets, almost a quarter (24%) report using tablets while viewing TV several times a week, and even more (26%) say they do so several times a day. In fact, 69% of tablet owners in all are watching two different screens at once on a regular basis each week.