How Mobile is Changing the Way Consumers Watch TV

Posted by Patrick Gaincko | September 30, 2015
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A finding of my research whilst covering the African Games 2015 in Brazzaville is that consumers massively engage on their mobile phones when watching TV. When something big happens on the first screen, the action on the second screen is equally big. A popular televised sporting event, such as a game with Les Diables Rouges, Congo’s national football team, transforms the mobile into a full social space of its own, away from the television.

The 2014 stats from the mobile operator association GSMA show a continued increase of the 3G coverage of Congo at 41.57% and a slowing mobile penetration at 99.57% (down from 103.49% in 2013). This robust profile, placing the country in the first continental tier, is a key factor in the shift of consumer behaviour.

In the living rooms, bars, parks and backyards, that I have visited, people say they use their handsets to connect with other sport fans, to share the excitement in real time. Some want to be the first to spread news and details no…

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