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TV goes social: The rise of the second screen

TV GOES SOCIAL THE RISE OF THE SECOND SCREEN Television viewers increasingly watch their favourite programmes with mobile devices in hand, using them to find info related to things they've seen, connect with other viewers, or generally browse or email during the adverts. The "second screen" trend is changing TV viewing in surprising ways. THE SECOND SCREEN EMERGES Roughly 4 in 5 tablet or smartphone owners now use their devices while watching TV, according to Nielsen. Consumers in the US and UK lead the way. TABLET OWNERS SMARTPHONE OWNERS WHO SIMULTANEOUSLY WHO SIMULTANEOUSLY USE TABLETS USE SMARTPHONES WHILE WATCHING TV: WHILE WATCHING TV: 86% O88% 78% 80% SECOND-SCREENERS MULTITASK FREQUENTLY Those who use a connected mobile device while watching TV tend to do so often. Roughly 4 of tablet or smartphone owners watch TV with a second screen several times a day. TABLET OWNERS SMARTPHONE OWNERS WHO USE TABLETS WHO USE SMARTPHONES WHILE WATCHING TV WHILE WATCHING TV SEVERAL TIMES A DAY: SEVERAL TIMES A DAY: 26% 27% 000 24% 24% ACTIVITIES VARY WHEN WATCHING TV WITH TWO SCREENS Armed with second screens, consumers are now browsing the web, emailing, or using social media while watching TV, according to research from Interactive Advertising Bureau/ABI Research. TOP MOBILE ACTIVITIES WHILE WATCHING TV: Browse the internet Internet communication Access social media Companion TV activity Search/find information Shopping SOCIAL TV EMERGES According to a global study by Ericsson, TV is more social than ever before. Nearly 2/3 of people use social media while watching TV each week. MAIN DRIVERS FOR SOCIAL TV: 62% of people use social networks and forums while watching TV on a weekly basis. Connecting with other viewers Seeking additional information increase compared to those +18% who did so in 2011. Interacting with or influencing content Wanting to analyse and discuss content further WHAT GETS SOCIAL TV BUZZING People use social media while watching TV to connect with other viewers. According to a survey by The Hollywood Reporter, comedies and reality TV light up social sites. TYPES OF SHOWS SOCIAL MEDIA USERS ARE LIKELY TO POST ABOUT WHILE WATCHING: A Comedy 56% Reality TV 46% 51% Sports 38% of those who post on social media while watching TV say they do so to feel connected to others who News Channels might be watching. 26% SOCIAL MEDIA CHANGING TV VIEWING HABITS This rise in social media discussions around TV is now changing traditional viewer habits, suggests a survey by TV Guide. Respondents who had seen social impressions about TV shows. 71% Respondents who watched more live TV to avoid social spoilers. 27% Respondents who have started watching a show because of social impressions. 17% SOURCES: ERICSSON, INTERACTIVE ADVERTISING BUREAU/ABI RESEARCH, NIELSEN, Confused.com THE HOLLYWOOD REPORTER, TV GUIDE

TV goes social: The rise of the second screen

shared by calmyourbeans on Oct 30
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Television viewers increasingly watch their favourite programmes with mobile devices in hand, using them to find info related to things they've seen, connect with other viewers, or generally browse or...

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