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Europeans are least likely to browse the internet while watching TV

Wednesday, May 6th 2015 by Dean Reilly

TV viewers in Europe are the least likely to go online while watching TV, a new survey has claimed.

This is in spite of Europe having seven of the top 10 countries in a table of territories with the highest level of internet penetration.

The Nielsen Screen Wars report, found that just 44% of European TV viewers agreed or strongly agreed that second or even third screen viewing had become an extension of their viewing experience.

This is the lowest percentage of respondents in the worldwide survey conducted by the consumer analyst company, and sees European viewers falling below the global average of 58%.

Viewers in the Asia-Pacific region were most likely to go online while watching TV, with 62% agreeing that second or third screens had become an important part of their TV consumption.

North America was second, with 62% agreeing with the question, while 61% of respondents in Africa and the Middle East indicated they are likely to use second screen technology.

60% of Latin American respondents also said yes to the question – 16% higher than those in Europe.

European respondents were also the least likely to watch TV shows so they could keep up, or join in, with social media conversations.

36% of those surveyed agreed or strongly agreed that they like to watch TV shows to engage in discussions about them on social media platforms. This was against a global average of 53%.

Social media tie-in

Continuing the trend, European viewers were also the least likely members of the global audience to watch video programming content more if it had some kind of social media tie-in.

Just 26% of those responding somewhat agreed or strongly agreed that social media elements would encourage them to watch programming, 23% below the global average of 49%.

The Nielsen survey reported that the United Arab Emirates, Finland and Denmark boasted the highest level of internet penetration at 97%.

The Netherlands took fourth place at 96%, while Sweden, Norway, New Zealand and Canada tied for fifth place with 95% penetration.

The UK and Belgium closed out the bottom of the top 10, both with 90% internet penetration.

Cable.co.uk previously reported that the popularity of the traditional TV set was declining as a growing number of viewers opt to watch programmes on mobile devices.

The Accenture Digital Video and the Connected Consumer report found that tablets, smartphones, laptops and desktop computers were becoming increasingly popular among consumers when selecting a platform on which to watch video content.

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