Where TV and Mobile Intersects

One of the ways the current generation differs from their parents and grandparents is in the degree to which they multitask - and the fact that one of those "tasks" is often media use.  From talking on the cell phone while walking to listening to music or talk shows while working, we often have one ear cocked towards media while engaging in other activities.  However, in the last year or so, we've also experienced an increase in multitasking media.  A Harvard Business Review article indicates that people multitask media use to the extent of consuming 12 hours of media within a 9 hour timespan.
  A Razorfish/Yahoo study sought to better understand this rising phenomenon of media multitasking, at least among those who have Web-enabled phone owners.  One of the findings is the widespread mobile/TV multitasking is among this sample.  80% reported mobile multitasking while watching TV, and 70% of those (56% of the whole sample) do so at least once a week, and almost half indicated using their mobile while watching TV on a daily basis.  And when they've got both on, more than 60% indicate checking the mobile at least a couple of times while they're watching a particular program, and 15% report being on the mobile Web for the full duration of the TV show they're watching.
  Interestingly, perceptions of whether this form of multi-tasking is considered an enhancement or distraction is equally split - 38% consider using the Internet on a mobile device while watching TV a way to enhance their viewing experience, and 38% feel that using mobile devices while watching TV is distracting.  That opinion might be related to the type of, and reason for, mobile use while engaging in the dominant activity of TV viewing.  94% of mobile multitaskers engage in communication activities - text, talking, email, social networking, and IM in order of prevalence.  Some 60% use their mobile devices to access additional content of some type - 44% is unrelated to what's on TV at the time, while 38% is program-relevant.  In some good news for advertisers, 36% of mobile multitaskers reported using connected devices to look up information about a commercial they just saw (26% looking up a website, 24% using a search engine to find more information).

  Whether or not to multitask also seems related to the type of programming being watched.  The inclusion of entertainment programs over some informational program types (talk shows, how-to, etc.), and the high use of multitasking for communication would see to suggest at least a degree of mobile use for socializing and connecting with programs.  This would support the notion of the rise of a "social TV" enhanced viewing experience.  This idea of a more connected and involved audience is also supported by some results on the almost half of respondents who reported mobile multitasking during sporting events (a third also reported mobile multitasking while attending live events).  Even the result that TV ad breaks seem to trigger mobile use (and primarily for communication uses) suggest an audience more involved with the program, and interested in sharing with a connected community, than an uninvolved TV audience seeking distraction.
  Some anecdotal research of Yahoo! homepage usage from mobile devices suggest clear spikes in traffic during the TV ad breaks of top programs and events.

TV ad breaks are triggers for multitasking because phones and tablets are, not surprisingly, more likely to get fired up and accessed during regular commercial pods. And, our survey respondents were more likely to state that they frequently engaged in multitasking during ad breaks. What people do during this time doesn’t change all that much. It’s still communication first and content second.

  The Razorfish Outlook report findings are consistent with other recent reports on TV/Mobile multitasking (On social TV here, on mobile/TV multitasking here, and here).  It's diffuse and growing.  In many ways, it's also helping to build a more active, connected audience for some TV programs, if not for TV more generally. 

Sources - Where TV and Mobile Intersects: The Media Multi-tasker Lives,  Marketing: Health blog
Forget Mobile - Think Multiscreen, Razorfish
Full Razorfish Outlook Report, Vol. 10  (pdf)