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88%

The percentage of US consumers who use a second device, like a smartphone or tablet, while watching TV.

Source: Mary Meeker's 2019 Internet Trends

 
 

What this means for marketers 

Even with a TV on, mobile still grabs hold of our attention. Looking up something related to what we’re watching (71%) and messaging friends and family about what we’re watching (41%) are among the top reasons for multi-device use.  

This behavior emphasizes the importance of a marketing strategy that has grown in importance—arguably, toward the point of being non-negotiable—ever since smartphones were introduced: mobile-friendly user experiences. 

For artists and their teams, the tasks involved here can be as simple as optimizing music videos for social channels or as intricate as re-designing e-commerce stores to display just a couple of elements on-screen at a time. 

Due to Shazam and Google lyric licensing, TV shows and commercials can also be a major driver for music discovery. To take advantage of search traffic for a compelling sync, a funnel that nudges people toward a social follow or streaming play in search results should be in place.