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Among the most common is shopping for a product seen in an ad, by 19.4% of TV watchers who engage in second-screen activities.

That’s behind only learning about an actor/actress (29.8%) and learning about the show/movie (23.1%). The researchers note that shopping for products is most prevalent among laptop users and consumers in the 35-49 age group, and that “converting viewers into impulse shoppers has big potential impact for advertisers.”

Not too far behind the top tier of activities is discussing a show on a social networking site, cited by 14.8% of respondents. That’s a figure worth watching closely – as social TV has the potential to increase engagement. A just-released neuroscience study from MEC and Channel Seven in Australia discovered that interacting with social media while watching TV drove a 9% increase in program engagement among study participants, and that second-screen interaction aided recall of specific elements of the broadcast.

TV remains first screen. “In breaking news situations, users turn to television as their primary and first device (42%), with the majority (66%) then turning to the internet to investigate stories further.

25-34 year-old professionals are the biggest “news enthusiasts.” But that enthusiasm is still TV-first, other screens second

Some 43% of tablet owners say that they watch more TV now than they did five years ago. 83% say they use tablets alongside TV.