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While media multitasking has become common in the age of connected devices, interacting with social media while watching TV is still a minority activity. According to Deloitte, just over a quarter of US internet users reported using a social network while watching television in November 2014. Even among the youngest respondents, those ages 14 to 25, that figure rose only to 47%—and doesn’t necessarily mean those users were interacting on social media about what they were watching on TV. Research in Canada has suggested similar levels of social TV multitasking.
Social TV measurement firm Seevibes found that Twitter activity in Canada related to television programming was heavily dominated by smartphones. Though the iPhone’s share of the total dropped 3 percentage points between December 2014 and June 2015, it still accounted for nearly half of all social TV interactions on Twitter in June 2015. Add in Android-based and BlackBerry smartphones, and the share nears 70%.
Desktop and laptop PCs, meanwhile, accounted for less than a quarter of all Twitter TV activity in Canada in June, and tablets made up 7.0%.
In February 2014, Vision Critical found that 33% of internet users in Canada had watched TV while interacting with friends on social media, while 12% reported having watched a live TV event and contributing to a public social media discussion about it.
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