The Dawn of the Extended Screen in Taiwan 2016
Like media-hungry consumers elsewhere, Taiwanese TV audiences like to engage with second screens while watching their favorite programming. In fact, almost one-quarter (24%) of Taiwanese TV viewers surf the Internet while watching TV, up 6 percentage points from last year. Also, more than three-in-10 consumers engage with their mobile phones while watching TV, a 6-percentage-point increase from 2014.
With the growth of smartphones and other connected devices like tablets, multi-tasking behavior is becoming the “new normal” among Taiwanese TV audiences. This trend will mandate that marketers will need to master their messaging strategies across these extended screens in order to capture audiences where they’re most engaged.