We are not just watching TV when the TV is on. Of those whom own a smartphone or tablet over 80 % use it while watching TV. Do you? TV providers want to benefit from the trend and have started talking about the so-called â€śsecond screenâ€ť experience.<br /><br /><h3>We are not watching TV while watching TV</h3>Research firm Nielsen has studied consumer habits when watching TV in four countries. Unsurprisingly, the trend is most significant in US but Germany shows a similar pattern. The conclusion is clear: When viewers sit in front of the TV they often use a tablet or smartphone. 88 % of tablet owners and 86 % perfect of smartphones owners confess that they do it at least once a month.<br /><br /><p align=center> <img class="imgresponsive" src="pictures/tablettv.jpg" alt="Tablet while watching TV"><br><i>Most tablet owners use the tablet while watching TV. Do you?</i></p><br />The pressing question is, why? It is because our TV shows are boring? Are they too slow? Do people use the tablet during commercials? (the answer is yes) Or are TV shows not interactive enough to satisfy the enormous hunger for information of todayâ€™s society? Or is it because the TV often just acts as background noise?<br /><br /><div style="font-family:ff-din-web-condensed,helvetica,sans-serif;font-size:24px;line-height:24px;color:#016694;padding:5px;margin:15px 20px 15px;letter-spacing:-1px;text-transform:uppercase;font-style:italic;display:inline-block;">The TV companiesâ€™ wet dream is to deliver commercials to your tablet screen that relates to the TV show</div><br /><br />Either way, the trend is clear and Nielsen has a few interesting points to share. Even though the activity on the tablet or smartphone screen often has no relation to the TV show it is the case sometimes. Users search for actors, director, additional information and other things related to the TV show.<br /><br /><h3>The second screen experience</h3>TV companies wants to provide users with a more interactive experience and figures that the second screen trend is the perfect way to do it. Many players are working on – or already have – apps that enhance the TV experience with a second screen mode for the tablet or smartphone. No one has found the secret formula yet but they are searching day and night.<br /><br /><p align=center><a id="thumb" href="pictures/secondscreen-1l.jpg" class="highslide" rel="highslide"><img class="imgresponsive" src="pictures/secondscreen-1.jpg" alt="The second screen experience" title="Click to enlarge" /></a><br><i>TV companies imagine that you can get additional information about actors during a TV show</i></p><br />TV companies have all sorts of ideas including the ability to vote or share your opinion during a live show. Concepts where you can get additional information about actors or directors already exist. And then there is TV companiesâ€™ wettest dream to deliver commercials to your tablet screen that relates to the TV show.<br /><br />But why do people really use their tablet or smartphone while watching TV? Are you one of those people who multitask in front of the TV? Why? Share your thoughts below.