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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.

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TV GOES SOCIAL
The Rise of the Second Screen

TV viewers increasingly watch their favorite 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 commercials. 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 Who Simultaneously Use Tablets While Watching TV:
US        88%
UK       80%

Smartphone Owners Who Simultaneously Use Smartphones While Watching TV:
US        86%
UK       78%


Second-Screeners Multitask Frequently

Those who use a connected mobile device while watching TV tend to do so often. Roughly ¼ of tablet or smartphone owners watch TV with a second screen several times a day.

Tablet Owners Who Use Tablets While Watching TV Several Times a Day:
US        26%
UK       24%

Smartphone Owners Who Use Smartphones While Watching TV Several Times a Day:
US        27%
UK       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. Nearly 2/3 of people use social media while watching TV each week.

>> 62% of people use social networks and forums while watching TV on a weekly basis.
>> +18% increase compared to those who did so in 2011.

Main Drivers for Social TV:
Connecting with other viewers
Seeking additional information
Interacting with or influencing content
Wanting to analyze 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.

>> 51% of those who post on social media while watching TV say they do so to feel connected to others who might be watching.

Types of Shows Social Media Users Are Likely to Post About While Watching:
56%    Comedy
46%    Reality TV
38%    Sports
26%    Cable News


Social Media Changing TV Viewing Habits

This rise in social media discussions around TV is now changing traditional viewer habits, suggests a survey by TVGuide.

>> 71% of respondents had seen social impressions about TV shows.
>> 27% of respondents watch more live TV to avoid social spoilers.
>> 17% have started watching a show because of social impressions.

 

SOURCES: ERICSSON, INTERACTIVE ADVERTISING BUREAU/ABI RESEARCH, NIELSEN, THE HOLLYWOOD REPORTER, TVGUIDE
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