US second-screen use ‘at 80%’

Almost 80% of second-screen users in the US access their devices while watching TV shows, according to a new study.

The findings of joint research by the Consumer Electronics Association (CEA) and National Association of Television Program Executives (NATPE) revealed significant opportunities to improve extra content offerings to those using devices such as tablets and smartphones.

The results, which are being presented today at technology tradeshow International CES, found that 79% of consumers with second screens used their devices while watching TV programming.

However, only 13% of respondents said that using synchronised content – such as using a device to vote during a reality show – on their second screens had made their programme viewing experience “much more enjoyable,” providing an area of growth for second-screen content creators to target.

CEA president and CEO Gary Shapiro said: “Our joint study shows that consumers accessing synchronised content generally find it fun to use and feel more connected to the shows they are watching. At the same time, the study indicates there is an opportunity to expand consumer engagement with the second screen across a broader variety of programming.”

The quantitative part of the study, which was undertaken by E-Poll Market Research, also found the most commonly used device for consuming synchronised content was the smartphone, although those aged over 55 were more likely to use a tablet or laptop while viewing. A second qualitative strand to the research will report back during the NATPE conference in Miami this month, which will include results from TV showrunners.

NATPE president and CEO Rod Perth added: “We believe this research study will illuminate new entertainment possibilities for consumers as well as content creators.”