Digital Multitasking Set to Be an Olympic Event - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Digital Multitasking Set to Be an Olympic Event

Olympic viewers highly likely to second screen this summer

May 6, 2016

TV remains an incredibly powerful medium in the UK. While the digerati get excited about a YouTube video getting a few million views, lots of TV programs regularly pull in multiple millions of viewers daily. However, TV viewing is not as concentrated an activity as it used to be, particularly now there are so many other devices vying for consumer attention.

Second-Screen Activities that UK Internet Users Plan to Conduct While Watching the Olympics, Feb 2016 (% of respondents)

Even when it comes to communal TV experiences, second screens are highly likely to impinge upon viewing habits. For example, according to February 2016 polling from RadiumOne, 59% of UK internet users who planned to watch the Olympics this year said they would use a smartphone simultaneously. Tablet use wasn’t far behind, cited by 47% of respondents, while other digital behaviors like searching online and networking on social media also got notable mentions.

November 2015 data from the Internet Advertising Bureau UK (IAB UK) indicated that this practice of simultaneous digital media usage during TV programming was becoming increasingly common. More than simply having their heads turned during ad breaks, UK viewers are now splitting their attention between screens almost constantly. The battle for consumer attention is on.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.