Are viewers “two-timing” their televisions?

Tuesday, August 5th, 2008

If you were watching BBC2 last night you may have noticed that PC Pro was mentioned on a little show called Dragon’s Den. This has done interesting things to our web traffic, which lets us see just how watching TV has changed.

A couple of months ago I wrote a story about how people now routinely surf while watching TV. It seems that 70% of us now split our attention this way, for a variety of reasons; TV shows are generally slow-paced and dull, for one, and the internet lets us research what we see in real-time and add to the experience. Thanks to this unique opportunity we can dig a little deeper to see if this is true.

Between 9pm and 10pm last night – when the show was broadcast – we experienced a jump in traffic of around 1,100 new users. This is down to the fact that my review for the Very PC Treeton is the second result for “Very PC”, the company who kindly plugged us by waving its PC Pro award around, on Google. Clearly, people were searching for the company while watching the presentation.

However, if you assume that most browsers would click on the first link – 90% perhaps – then you only have a figure of 11,000 people “two-timing” their television with their laptops – a tiny percentage of its total viewers.

Mind you, PC manufacturers aren’t going to grab the attention of the average viewer, so perhaps the jury is still out on this one.