30 per cent of consumers have used secondary devices to purchase products featured in the programmes they are watching, according to a report from ARRIS.
The 2014 Consumer Entertainment Index found that, while viewers are increasingly finding ways to avoid traditional advertising, the rise in multiscreen watching is giving marketers new paths to reach people.
60 per cent of viewers record broadcast television on DVR to be able to fast-forward through TV spots, with 65 per cent saying they fast-forward more than half the time they watch TV. And it's not just TV, with 41 per cent saying they found mobile advertising intrusive.
However, an increasing number are using a secondary device to engage with the programmes they watch, with 72 per cent of 16-34 year olds engaging in multiscreen behaviour. 36 per cent had used the second device to access live information about the program; 32 per cent engaged in a text conversation about the program; and 30 per cent had played with an interactive game or app related to the programme.
There's a clear opportunity here, though the report also cautioned that 49 per cent never click through or follow up on TV advertisement on their connected devices.
Consumption of TV content on mobile devices is also growing, with 32 per cent of people watching at least one hour of TV every week on their smartphones, and 43 per cent watching an hour or more a week on their tablets.