Multitasking isn’t just an activity for the office anymore. New research shows that a large percentage of television viewers are simultaneously using tablets and smartphones as a “second screen” while they watch programs on the big screen. In fact, second screen viewing seems to be complementing and adding to the television watching experience, rather than stealing viewers as some in the entertainment industry had feared.
According to a Q4 2011 Nielsen survey of connected device owners, a majority of tablet and smartphone owners in the United States and the United Kingdom said they frequently use their device while watching TV.
In the US:
In the UK:
A Nielsen report released in April, State of the Media: Advertising & Audiences, examines how television viewers use their tablet as a second screen; many check their email, refresh sports scores or seek out more information on a show or commercial they saw on the big screen. A few interesting takeaways from the report are:
The second screen viewing trend provides a valuable opportunity for marketers to connect with television viewers through online content. TV viewers are already using mobile devices while they watch programs on the big screen, and they seem to be looking for ways to augment the experience through their tablets and smartphones. Mobile marketers can leverage this interest by creating targeted, specific content related to the television shows people are watching.
British technology research company Mobile Interactive Group (as quoted in an October 2011 article in Forbes) summed up this idea in its white paper: “Mobile will become the main vehicle for interaction between viewer and broadcaster.”
Filed under: Product Engineering | Topics: mobile, mobile innovation, platform thinking, platforms, second screen