Second-screen behavior

Definition

Second-screen behavior refers to the practice of using a mobile device, like a smartphone or tablet, while simultaneously watching television. This trend has become increasingly common as viewers engage with social media, search for information, or interact with apps related to the program they are viewing, enriching their overall viewing experience and creating new forms of audience engagement.

5 Must Know Facts For Your Next Test

1. Studies show that a significant percentage of viewers use a second screen while watching TV, with many checking social media platforms during commercial breaks.
2. Second-screen behavior can enhance viewer engagement by allowing audiences to share their reactions and thoughts about a show in real-time.
3. Networks and advertisers often create companion apps or interactive content to encourage second-screen usage, maximizing viewer attention and involvement.
4. The rise of streaming services has influenced second-screen behavior, as viewers often engage with additional content or information about shows while watching.
5. Data collected from second-screen interactions can provide valuable insights for marketers and broadcasters about audience preferences and behaviors.

Review Questions

• How does second-screen behavior impact viewer engagement during television broadcasts?
  • Second-screen behavior significantly impacts viewer engagement by allowing audiences to interact with content in real-time while watching TV. This interaction can include posting on social media, participating in polls, or accessing additional information related to the show. As viewers engage through their mobile devices, they become more connected to the programming, which enhances their overall experience and fosters a sense of community among fans.
• In what ways do networks leverage second-screen behavior to enhance advertising effectiveness?
  • Networks leverage second-screen behavior by creating companion apps or interactive advertisements that encourage viewers to engage with content beyond traditional TV viewing. For instance, they may promote hashtags for viewers to use on social media or develop apps that provide behind-the-scenes content and exclusive offers. By aligning advertisements with second-screen interactions, networks can increase brand recall and consumer engagement, making advertising more effective.
• Evaluate the implications of second-screen behavior for traditional television ratings and audience measurement strategies.
  • Second-screen behavior challenges traditional television ratings and audience measurement strategies by complicating how viewership is quantified. With many viewers engaging with their devices during broadcasts, it becomes difficult to capture accurate metrics solely based on TV viewing. This shift necessitates the development of new measurement techniques that account for online engagement, including social media interactions and app usage. Consequently, advertisers and networks must adapt their strategies to effectively analyze audience behaviors across multiple platforms.

Related terms

multitasking: The act of engaging in multiple tasks at once, such as watching TV while browsing the internet or texting.

social TV: The concept of integrating social media interactions with television viewing, allowing viewers to discuss and share their thoughts about shows in real-time.

audience engagement: The ways in which viewers interact with content and participate in discussions, impacting their connection to the programming and networks.