Euro 2012 sees a jump in second screen activity

Figures released today show that 54% of viewers used a second screen during Euro 2012 matches.

The research, conducted by the Interactive Advertising Bureau (IAB) and ESPN, which analysed second screen activity during the tournament, found that more than two thirds (68%) of those “multi-screening” were doing so for activities directly related to Euro 2012.

Second screen activity was split between tablets, smartphones and social media, but the 68% above accounted for 37% of all TV match viewers.

Of this Euro 2012-related “dual-screening” group, 39% visited social networking sites relating to the matches, while 20% of respondents said that social networks played a crucial role in keeping them up to speed with the game when they were unable to watch it live.

In comparison to the 2010 World Cup, smartphones were the most popular second screen device (with 28% of viewers using them), as opposed to laptops; 10% of viewers used a tablet to multi screen.

The data also showed that social media activity peaked during matches, demonstrating the increasing role it is playing in major sporting events.

This contrasts with the previous international tournament, where social media activity was primarily concentrated at the beginning of and after games.