[opendtv] How "second screens" are actually used

  • From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
  • To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
  • Date: Tue, 30 Jul 2013 22:48:29 +0000

This article doesn't exactly say that people don't use their handhelds to 
control their TV set, but it does explain what people are doing, and it ain't 
controlling the TV set! If people aren't watching TV on the handheld directly, 
then they do other stuff on the handheld while they're watching TV.

It explains these "second screens" are for content other than what is on the 
TV, even if it's somewhat related to the TV show (e.g. looking up the actors' 
backgrounds). Or chatting with friends, ordering stuff online, whatever. And 
note that PCs are most used with TV.



According to The NPD Group, consumers are not widely using applications 
designed by broadcasters on their laptops, smartphones, and other second-screen 

PORT WASHINGTON, NEW YORK, April 9, 2013 - According to The NPD Group, a global 
information company, nearly all (88 percent) U.S. households own at least one 
device that can be used as a second screen, with 87 percent of U.S. 
entertainment consumers reported to be using at least one second-screen device 
while watching television. These multitasking consumers are splitting their 
attention between their televisions and their laptops, tablets, smartphones, 
and other second-screen devices.

While multitasking is common, viewers are less willing to use their 
second-screen devices to interact directly with applications designed 
specifically for the TV programs they are watching. New information from NPD's 
"Digital Video Outlook Second Screens Report" report reveals that play-along 
games, check-in rewards, live voting, and other interactive features are highly 
effective for the minority of second-screen viewers, but do not resound with 

When analyzing usage of each individual device over the past three months, PCs 
were the devices most used simultaneously with TV (60 percent), followed by 
smartphones (55 percent), and tablets (49 percent).

Among TV viewers who use second-screen devices, only 47 percent have 
participated in second-screen activities. The most common TV-to-second-screen 
interaction was learning more about the TV program they were watching, and 
finding out about the actors in that program. Viggle, zeebox, and other apps 
designed to enhance second-screen engagement are not commonly used by 
consumers. Instead, of those TV watchers who engage in second-screen 
activities, most interact with their TV experience by visiting IMDb, Wikipedia, 
and social networks.

"Viewers are interested in searching to find further information about TV shows 
they are watching, but they are not using games and other immersive 
applications created as a component of the programming," said Russ Crupnick, 
senior vice president of industry analysis at NPD. "This situation creates a 
potential diversion from advertising, and it will take a combined effort from 
content owners, advertisers, broadcasters, and others to present an aligned 
second-screen experience that will appeal to viewers."

Shopping for a product seen in a TV commercial was the third most popular 
second-screen activity. In particular, laptop users and consumers between the 
ages of 35 and 49 were most likely to shop for products via their second-screen 
devices. "Converting viewers into impulse shoppers has big potential impact for 
advertisers, who can leverage second screens to further connect with consumers 
watching TV," Crupnick said.

Data note: Information in this press release was derived from NPD's "Digital 
Video Outlook Second Screens Report," which is based primarily on information 
from NPD's survey of 3,387 NPD consumers who reported watching a TV show or 
movie in the previous week.
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