Study shows growth in consumer shopping on mobile devices whilst watching TV according to TechBeach start-up Impulse Screen Media

The use of multiple screens and mobile devices by consumers to purchase products is growing, a trend outlined in a 2014 Millward Brown report and supported by recent research conducted by TechBeach start-up Impulse Screen Media.

The study by Impulse Screen Media asked questions about the use of multiple or second screens by Australian consumers whilst watching television. The study found that of those surveyed, 95 per cent have purchased items on their mobiles and tablets with 69.8 per cent purchasing items whilst watching television.

In addition, 54.4 per cent purchase items on a weekly basis, including some several times a day and half of those purchases are made whilst watching TV.

Says Paul Garrity (pictured), chief operating officer, Impulse Screen Media: “The findings show that multiple screen commerce is a behaviour that consumers are continuing to adopt and supports other studies that show the growing trend of the TV no longer dominating our attention in the lounge room.

“That consumers are also shopping on a mobile or tablet device whilst watching television indicates a disruption to traditional television advertising, as a lot of interaction on second screens takes place during ad breaks.”

“Comments from the survey participants indicate a sense of ‘discovered time’ as multiple screens allow users to act spontaneously and the immediate feedback gives a sense of accomplishment and efficiency not traditionally delivered by television.

“What we expect is that advertisers will need to look beyond traditional television advertising and current mobile advertising to implement integrated cross channel ad campaigns that leverage this trend towards convergence of mobile screens and television”.

Founded in 2013, Impulse Screen Media is an emerging player in the multi-screen and TV analytics space. The Impulse Screen platform provides real-time digital video content recognition and analytics and can be used by organisations to check content of live television to automate ad detection and analyse engagement.

The company recently partnered with TechBeach, an incubator for high-growth start-ups and entrepreneurs.

Says Darren Younger, founder of TechBeach: “There’s currently a growing demand for data by organisations and TV analytics is a unique proposition that adds value to current marketing, social and advertising programs.”

Impulse Screen Media will be exhibiting at this year’s CeBIT conference, to be held at Sydney Olympic Park, May 5-7.