Smart Screen Exclusive

By Chris Tribbey

A new joint study from the Consumer Electronics Association (CEA) and the National Association of Television Program Executives (NATPE) underscores the importance of second screen experiences, with 79% of second screen users accessing a second device while they’re watching TV programming.

More than two-thirds of seconds screen users are looking up program-related content, and 42% of second screen users have at one point synchronized second screen content with live TV, according to the study results, which surveyed more than 2,500 people.

Millennials (ages 13-34) are among the more heavy users of second screen content, and young women in that age group are particularly avid users, according to the study results.

Parents of children in the home are heavy second screen users as well: 41% who synchronized second screen content have kids under the age of 18, with nearly 20% of those saying synchronized content made the viewing experience “much more enjoyable” (vs. less than 10% without children in the home who said the same).

Social media plays a huge role in Millennials’ second screen content enjoyment, with 48% saying they access the content with Facebook, and 33% using Twitter. More than 90% of second screen users check program-related content between episodes or seasons, with 64% looking for that content at least once a month.

Overall, synchronized content is used most often with voting for reality shows (29%) and participating in contests (24%). More than 60% said synchronized content with the second screen made their viewing experience “somewhat more enjoyable.”

Smartphones (32%) were used most often to access live content, with laptops second (24%).

The study from CEA and NATPE backs the message the 2^nd Screen Society brought into CES, that nearly two thirds of tablet and smartphone owners are already engaging in second screen use, even if they don’t put a name to the practice.

The 2^nd Screen Society hosted a series of panels to kick off CES during the 2^nd Screen Summit, where experts discussed how broadcasters and brands are using second screen companion apps and mobile viewing experiences to get closer to viewers, offering live event interactivity, targeted advertising and more.

The seconds screen marketplace — including multi-screen and over-the-top — was valued at $13.5 billion in 2013, and is expected to double by 2017.