Picture this: you are watching the latest true-crime doc, the big game, or a baking show finale. The suspense builds… and you catch yourself scrolling through your phone at the same time. Maybe you are texting friends about the plot twist, looking up the snack they mentioned, or adding that cool mixer from the commercial to your cart.
You are not alone. Research shows over 80% of TV viewers keep a second device close by. Far from zoning out, they are engaging on multiple levels — chatting, searching, even shopping while the show rolls on.
Who Are the Second-Screeners?
A survey by YouGov with Statista shows how universal this habit has become:
- Gender parity: 77% of men and 76% of women use a smartphone while watching TV.
- Income link: The higher the salary, the stronger the habit. Only 69% of people earning $40,000 a year watch with a phone in hand, while 90% of those making $80,000 or more do.
- Age trends: Younger viewers lead the charge. About 83% of adults 18–34 and 85% of those 35–54 double-screen, compared with 66% of adults over 55.
These are not just casual scrollers. They are an engaged, tech-savvy audience with buying power.
From Couch Surfing to Clicks
Second-screening used to get a bad rap as distraction, but it is actually an advertiser’s dream. A study by Advocado found:
- 34% of people head straight to a brand’s site or app after spotting an ad
- 30% search for more info
- 19% jump to ecommerce pages
Sports fans are pros at this. Nearly half watch games with two or more screens nearby, and 69% say they look up products they see during a broadcast. Awards shows, reality competitions, and streaming marathons spark similar activity — viewers want to react, share, and shop while the story unfolds.
Why Now Is a Sweet Spot
As temperatures dip and fresh programming rolls out, audiences settle in for longer watch sessions. Fall football, holiday specials, and new series releases mean more people are snuggled up with remotes — and smartphones — at the ready. It is the perfect backdrop for brands that want to inspire instant action.
Making the Most of Those Extra Screens
Here is how marketers can turn this behavior into results:
- Lean into interactivity: Clear prompts and QR codes make it effortless for viewers to go from “that looks cool” to “let me check that out.” Nearly 100 million Americans are expected to scan QR codes this year.
- Think beyond the TV break: Cross-device campaigns let you re-engage viewers on mobile or desktop moments after they see your ad. Connected-TV audiences boast a 72% ad recall rate, which means a timely follow-up can seal the deal.
- Stay relevant: Ads tied to the content people love get better traction. Personalization and smart placement keep messages sticky.
Where Diray Media Fits In
At Diray Media, we help brands craft TV strategies that play nicely with today’s multitasking habits. From Connected TV to linear placements, we design campaigns that spark curiosity on the main screen and guide audiences smoothly to the next one. Whether it is pairing a clever spot with shoppable QR codes or building cross-device sequences that keep the message alive, our team knows how to turn attention into action.
TV may be the starting line, but the race is won when viewers pick up their phones. Let’s make sure your brand is the one they search for first.