Television loses battle against tablets, smartphones and portable computers

In average, television grasps user’s attention only 39% of the time, a very low percentage in relation to portable computers (70%), tablets (76%) and smartphones (77%). This, according to a new report by Nielsen and YuMe, leading provider in advertising solutions in digital video.Nielsen and YuMe carried out a practical study in more than 200 consumers in Las Vegas. They were asked to interact with some device (TV, smartphones, tablets, and portables) exactly as they would in the comfort of their own homes for 20 minutes.The TV was on more than half the time (53%) during the experiment. Meanwhile, portable computers resulted in less use (48%) followed by tablets (38%) and smartphones (17%).However, TVs have a passive effect once they are turned on. After a viewer pushes “on” and chooses a channel, very little interaction is required. In a smartphone, constant interaction is required for the user to become familiar with new contents.Paul Neto, research director in YuMe, assured that in spite of the levels of distraction among consumers, it is important for announcers to continue their campaigns according to viewer´s preferences, since they have proven to be paying more attention to laptops, tablets, and smartphones than to the content presented on TV.For more information, the complete report is expected to be disclosed March 4th in the {ADAPT; http://vmamedia.com/event/adapt-summit/}.