Why Smartphones and Tablets will Devour the TV

BII REPORT: Why The "Second Screen" Industry Is Set To Explode - Business Insider: Along with Watching television  todays users also work  on Tablets and smartphone, and might open Kindle to read the latest best seller

while also using a smartphone or tablet is one of the most popular leisure activities of the mobile era.
The mobile industry is working hard to create mobile apps and sites that relate to what's on TV, in order to capitalize on this behavior. 

This approach is often referred to as the "second screen," the idea being that the tablet or smartphone becomes a TV companion device, allowing for added levels of interactivity— whether on social networks or dedicated second screen apps and sites that complement on-air content.

According to Businessinsider  the 2nd Screen Usage is growing rapidly: 85% of smartphone users reported second screen-linked behavior at least once a month, over 60% reported doing it on a weekly basis, and 39% did so daily

In the U.S. alone, TV ad spending was $18.4 billion in the third quarter of last year, a $74 billion annual run rate. If mobile can carve out even a small share of that pile of dollars via second screen channels, it would boost the mobile industry tremendously.

Second screen isn't really a new activity: It's a natural update to the old ways of engaging with TV, like the old office water cooler conversations about last night's football game or popular TV drama. Moreover, second screen-type behaviors were already popular on desktops and laptops, before mobile came along and made it a lot easier to participate. 

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88% US Tablet Owners watch TV,with their Gadgets On

Whether to check email or to look up program or product information, using a tablet or smartphone while watching TV is more common than not according to a Q4 2011 Nielsen survey of connected device owners in the U.S., U.K., Germany and Italy. In the U.S., 88 percent of tablet owners and 86 percent of smartphone owners said they used their device while watching TV at least once during a 30-day period. For 45 percent of tablet-tapping Americans, using their device while watching TV was a daily event, with 26 percent noting simultaneous TV and tablet use several times a day. U.S. smartphone owners showed similar dual usage of TV with their phones, with 41 percent saying their use their phone at least once a day while tuned in.

Device owners in the U.K. also logged heavy usage for tablets (80%) and smartphones (78%) while watching TV. British daily usage of smartphones or tablets while watching TV rivaled that of the U.S.. Nearly a quarter (24%) of those surveyed claiming to use their device several times a day while watching TV.

Italians and Germans were the least likely to use a device while watching TV. In both countries, 29 percent of users said they never use a tablet and TV together and 34 of Italians and 35 percent of Germans said they don’t use their smartphone while watching TV

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South Korea and US to see 15% Penetration in Tablet and eReader by 2015

Bain & Company survey of almost 3,000 consumers across the US,Japan, Germany, France, UK and South Korea to  shows  consumption patterns of tablets and ereaders .

The adoption rates are projected to reach 15 percent to 20% f the population in developed countries. Korea tablet penetration is expected to rise  to 8% penetration by 2012 compared 1.5% in 2010, a growth of almost  300%, while  tablets and ereaders  penetration  would rise  11% by 2012 end, from 3% in 2010. US  tablet and ereaders  penetration would jump from 3% to 8% by 2012

source : Digital Publishing Era

Ereaders and Tablets penetration rate could reach higher levels if multipurpose tablets continue on their current trajectory. The United States and Korea are setting the pace and could see such penetration rates by 2015.

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