Research: Playing mobile phone while watching TV can increase happiness.

Under the "second screen effect", more and more people use smart phones or tablets to query TV program information or share and spit while watching TV. A research report recently released by Nielsen Company shows that the combination of the second screen, social network and TV watching behavior is improving the experience and fun of watching TV, and the second screen even leads to the extension of people's watching TV.

Nielsen pointed out that under the influence of mobile devices, people's behavior habits of watching TV are evolving, and people learn more about TV programs and other programs through social networks.

In addition, the participation of social media has further enhanced the experience of watching TV. For the audience, it deepens the satisfaction and happiness of watching the program, and for the TV program production organization, it can deeply understand the opinions and suggestions of the audience and improve the quality of the program.

Nielsen pointed out in the report that in the traditional era, watching TV is a one-on-one behavior, that is, TV viewers are interested in TV sets. Viewers' information about TV programs comes from TV itself, including program schedules, program trailers, advertisements for new TV dramas, etc.

Nowadays, people can get more information about TV programs such as trailers on social media.

Nielsen's report points out that social media has changed the relationship between TV appreciation behaviors, and more and more Americans are beginning to turn to the "second screen" effect.

Nielsen's research found that last year, compared with the year before, the audience who obtained TV program information through social media increased by a quarter.

In 20 13, 15% of the audience said that with the help of social media, their enjoyment of watching TV programs increased.

It is found that the promotion of second screen and social media to TV appreciation behavior is most obvious among Hispanics, and the proportion of this audience in TV program recognition, TV appreciation and live TV viewing is significantly higher than that of Americans of other ethnic groups. The survey shows that with social media, 65,438+065,438+0% of Hispanics watched more TV last year, and 65,438+02% recorded more programs (American families are generally equipped with digital video recorders to watch at their convenience).

In the first quarter of this year, Nielsen's comprehensive viewing survey found that among American adults over the age of 18, they watch live TV for more than five hours and record programs for half an hour every day.

Nelson said that the "social tv phenomenon" not only affected the audience's TV experience and program production, but also provided advertisers with a new opportunity to fully tap the interactive content of the audience on the second screen in advertising marketing.

It is worth mentioning that under the competition between online media and online advertising, TV media still shows great vitality and attraction, and the advertising amount has not been eroded by the network. News Corporation, time warner Inc. Company Group and other traditional media are splitting up and abandoning newspapers and magazines, and investing more resources in TV media instead. It is reported that Murdoch is still planning to raise his bid and acquire time warner Inc. Group.