Watching TV is no longer a passive experience

A recent study from marketing agency Digital Clarity found that 80% of under-25s used a second screen to communicate with friends while watching TV and 72% used Twitter, Facebook or a mobile app to comment on shows.

According to a Nielsen mobile study, more than 85% of mobile and PC users access the web while watching TV.

Not everyone is convinced that acting as a second screen will be a huge cash cow for Twitter. However savvy advertising ex

ecutives are beginning to see the possibilities, according to Reggie James, managing director of Digital Clarity.

And while social TV might be heralding a modernisation of advertising, it could also be keeping the home fires burning for the TV industry.

This content is based on the original BBC article “Tweeting with the telly on” by Jane Wakefield. Further information can be accessed at: http://www.bbc.co.uk/news/technology-12809388