51% of affluents have engaged with social media about a TV program while watching that program, finds Ipsos MediaCT in its latest Mendelsohn Affluent Barometer. The survey, of adults living in households with at least $100,000 in annual household income, finds that this segment of the population displays a tendency to multi-task, with 58% of smartphone owners and 53% of tablet owners at least “regularly” using their devices while watching TV.
This inclination to dual-screen might be related to the age breakdown of American affluents. According to prior results from Ipsos, the majority of affluents are Millennials (20%) and Generation Xers (33%). These younger groups are more likely than their older counterparts to own multiple connected devices and engage in a variety of online activities.
Dual-screening by affluents is also a reflection of how much they rely on their devices: 66% of smartphone owners and 53% of tablet owners say they would find it “extremely” or “very” difficult to live without their respective devices.
- When it comes to media multi-tasking, 27% of affluents do so “almost constantly” and 37% do so “regularly.”
- Two-thirds of affluents agree, “multi-tasking helps me be more produtive.”
About the Data: The February 2013 Mendelsohn Affluent Barometer was conducted online February 1-8, 2013 with 1,055 adults aged 18+ with household income (HHI) of $100K+ (“Affluent”). The data were weighted to reflect U.S. Census data.