Video viewers use multiple screen sources

June 13, 2012 at 4:41 PM
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COLUMBIA, Md., June 13 (UPI) -- More television viewers are turning to their computers and mobile devices as second and third screens for viewing video content, a U.S. survey found.

The data from Arbitron and the Coalition for Innovative Media Measurement found 91.7 percent of survey respondents used a second or third screen to access video sites or CIMM member sites, reported Tuesday.

CIMM includes members such as cable and broadcast networks, media groups and advertisers.

About 35.5 percent of those in the survey indicated they used all three screens -- a television, a computer and a mobile device such as a smartphone or tablet.

Television and PC access to online video sites such as Hulu, Netflix and Amazon Instant Video dominated two-screen use at 48.9 percent, with TV and mobile devices representing the smallest share of two-screen users at 7.3 percent, the survey found.

Arbitron said a group of about 500 people 18 and older participated in the survey.

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