89% of Irish smartphone users browse their phone watching TV

By: November 20, 2013
80% of smartphone users in Ireland browse online content connected to what they are watching 80% of smartphone users in Ireland browse online content connected to what they are watching

Anyone with a smartphone and a Twitter account knows the fun that can be had live tweeting, and following other tweets relating to a specific show or sporting event. The second screen experience, as it is called, was known to be popular, but now we have an idea of just how popular it is.

89% of Irish smartphone users browse their mobile when watching TV and 80% are browsing online content connected to what they are watching.

New research by RED C, commissioned by IAB and revealed at the IAB Mobile Connect 2013 conference, shows just how important relevant, mobile marketing is for publishers and advertisers.

21% of digital advertising spend in the Irish market is now on mobile. 36% of those surveyed said mobile ads are most valuable when the ads save them money. 41% said they use their smartphone more for browsing online more than for call and texts, and 87% said they want to visit mobile optimised websites.

“Mobile needs to be at the heart of digital and marketing plans, and mobile optimisation needs to be prioritised to deliver the best brand experience,” says Suzanne McElligott, CEO of IAB Ireland.

This is good news for the like of Twitter who leads the ‘second screen market’, as well as Facebook. For mobile marketers, the trick now is to engage with people in a meaningful, non-intrusive way as they tweet along to their favourite live shows and sporting events. It’s also good news for TV producers and advertisers who can now develop ways to engage more meaningfully with large, live, interactive audiences.