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Second Screen set to explode and CiL is onboard
2/20/2013, 12:35 PM
By Spencer Kitley
Business Insider’s Intelligence research service’s newly published study on second screen television experiences, explores how second screen apps, social networks and mobile sites will ultimately succeed in drawing significant Social TV audiences. Their research indicates that the mobile industry is working hard to create mobile apps, Social TV platforms like CoveritLive and sites that relate to what's on TV, in order to capitalize on this behavior.
A second screen or Social TV experience refers to the idea that viewers are participating in a secondary experience on their computer, tablet or mobile device as a compliment to their primary screen, while watching television. The study claims that watching television while also using a smartphone or tablet is one of the most popular leisure activities of the mobile era.
The study also analyzes how the second screen will begin to generate advertising dollars, looks at second screen audience demographics, explores the second screen opportunity from the broadcaster angle and details the opportunity represented by audience analytics and second screen commerce.
The current television season is one of the busiest times of the year for second screen viewer consumption. Many users have and will used CoveritLive for events like the Super Bowl, Grammy Awards, Golden Globes, Oscars and the stretch run of the spring season of television shows.
Usage is growing rapidly: 85% of smartphone users reported second screen-linked behavior at least once a month, over 60% reported doing it on a weekly basis, and 39% did so daily. Over 80% of 18- to 24-year-olds told Pew they used their phone while watching TV, and 60% of Americans with annual incomes above $50,000 use their phones while watching TV. –BI Insider
And mass acceptance isn't even necessary: All that matters is that a significant minority of viewers develop this habit (especially if they are highly engaged viewers). In the U.S. alone, TV ad spending was $18.4 billion in the third quarter of last year, a $74 billion annual run rate. If mobile can carve out even a small share of that pile of dollars via second screen channels, it would boost the mobile industry tremendously. –BI Insider
Second screen isn't really a new activity: It's a natural update to the old ways of engaging with TV, like the old office water cooler conversations about last night's football game or popular TV drama. Moreover, second screen-type behaviors were already popular on desktops and laptops, before mobile came along and made it a lot easier to participate. –BI Insider
Second screen apps and sites are bridges: They bring together the powerful but increasingly fragmented world of television media, and the fast-growing but still undeveloped digital realm. For TV-centric advertisers and content producers, second screen provides a channel through which to test out digital strategies while still remaining tied to familiar territory. –BI Insider
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