Dedicated second screen apps fail to capture TV audiences
Despite the extensive usage of second screen devices, viewers are not widely using applications specifically designed by broadcasters for viewing purposes, finds The NPD Group.
According to the global information company, almost 88% of US households own at least one device that can be used as a second screen, and 87% of entertainment consumers admit to using at least one of these whilst watching TV.
However, though multi-tasking is common, viewers aren’t generally interacting with applications that have been designed by broadcasters to accompany TV programmes.
Just 47% of viewers that use second screen devices whilst watching TV said that they have participated in second screen activities, with finding out information about the actor/actress being the most popular activity amongst viewers (almost 30%).
Viggle, zeebox (who recently launched a new second screen venture with Vizrt), and other apps designed to enhance second-screen engagement are not commonly used by consumers.
Instead, of those TV watchers who engage in second-screen activities, most interact with their TV experience by visiting IMDb, Wikipedia, and social networks.
Other activities that viewers engaged in included discovering new content (15.5%), playing a game about a show (11.8%) and voting for something on the show (9.9%).
However, just over 53% said that they didn’t do any of the activities that were given on the survey.
Shopping for a product in an ad was the third most popular thing to do, with laptop users and consumers between the ages of 35 and 49 the most likely to do so.
“Converting viewers into impulse shoppers has big potential impact for advertisers, who can leverage second screens to further connect with consumers watching TV,” said Russ Crupnick, senior vice president of industry analysis at NPD.
Steve Smith of Starcom MediaVest says that brands should be embracing second screening and using it as an opportunity to get people talking about them.
“By adding social elements to TV ads, brand owners are able to stimulate people to discuss ads online, steer conversations, and quantitatively measure interactions,” he said.