- BT’s Network Wrapped study shows that 35% of UK internet users regularly multitask on multiple screens during major events, with activities like social media scrolling and messaging being the most common.
- The rise of “secret streaming” is notable, as 46% of multitasking men admit to covertly watching live events during occasions like weddings or funerals, reflecting a growing desire to engage with cultural moments in real-time.
What happened: BT finds Brits multitasking during events
BT‘s recent Network Wrapped study reveals a shift in how British internet users engage with cultural events, as over 35% admit to multitasking across multiple screens. This trend particularly highlights the rise of “split-screening,” where individuals simultaneously watch live events while scrolling social media, messaging friends, or even online shopping. Younger generations, especially Gen Z, are leading this change, with 58% reportedly using second screens during content consumption. Howard Watson, Chief Security and Networks Officer at BT Group, noted, “There is a growing desire… to be part of the biggest cultural moments as they happen.” This phenomenon indicates a positive embrace of technology, allowing users to connect and share experiences in real-time. However, it raises concerns about the potential for reduced engagement with live events. As multitasking becomes the norm, businesses and event organisers must adapt to this new landscape, ensuring they capture the attention of a distracted audience.
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Why this is important
The findings from BT’s Network Wrapped study underscore a significant cultural shift in the way consumers interact with media and events. As over 35% of Brits engage in multitasking during major events, this trend reflects broader technological advancements that empower individuals to stay connected while enjoying live experiences. The rise of “secret streaming,” where people covertly watch events during significant occasions, highlights a growing desire for immediate engagement and connection. This shift is particularly relevant for small businesses in the events and entertainment sectors, which must adapt their strategies to capture the attention of an increasingly distracted audience. For instance, companies may benefit from integrating social media campaigns into live events, encouraging users to share their experiences online. Moreover, this trend feeds into the larger narrative of digital consumption, where platforms like Twitch and TikTok have revolutionised how audiences engage with live content. Embracing this change can enhance viewer experiences and foster community, ultimately benefiting both consumers and businesses alike in an interconnected digital landscape.
