• El estudio Network Wrapped de BT muestra que el 35 % de los usuarios de internet del Reino Unido realizan regularmente multitarea en múltiples pantallas durante grandes eventos, siendo las actividades más comunes desplazarse por redes sociales y enviar mensajes.
  • El aumento del “streaming secreto” es notable, ya que el 46 % de los hombres que hacen multitarea admite ver eventos en directo de forma encubierta durante ocasiones como bodas o funerales, lo que refleja un deseo creciente de participar en momentos culturales en tiempo real.

Qué sucedió:BT descubre que los británicos hacen multitarea durante los eventos

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 likeTwitchand 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.