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Wednesday, April 17, 2013
Smartphones and tablets taking over the second-screen video experience
22% of U.S. broadband consumers checking or updating their social network on a smartphone or tablet while watching TV
A new whitepaper from Parks Associates shows smartphones and tablets are expanding their role in video second-screen experiences, with 22% of U.S. broadband consumers checking or updating their social network on a smartphone or tablet while watching TV.
The whitepaper Moving from Second Screen to First Screen, developed for iMediaShare, examines the current and future role of mobile devices in TV viewing and entertainment experiences. It reports instances of mobile activities while watching TV increases significantly among Millennials, where consumers 18-34 are 70% more likely than other age groups to look up TV listings via a mobile device.
"The mobile device is the implied peripheral in the second-screen concept, but increasingly it is the first screen consumers look at during a video-viewing experience," said Brett Sappington, director, research, Parks Associates. "The growth of OTT (over-the-top) services, pay-TV initiatives such as TV Everywhere, and increases in mobile apps have all contributed to this shift. Eighteen percent of U.S. homes with a smartphone or tablet use an app from their pay-TV provider to check TV listings, program their DVR, or watch TV programming."
“It’s crucial to integrate the processes as much as possible. Users are already using devices for a variety of purposes in parallel with regular broadcasting but still pick up the remote for TV access,” said Kostadin Jordanov, CEO, iMediaShare. "The touch-screen interface of mobile devices provides a much more intuitive user experience for content discovery than traditional forms. Mobile devices thus need to become native to discovery and control of the TV viewing experience.”
Apps from content owners such as USA Network and Nickelodeon, along with OTT services from providers like Netflix, Hulu, and Amazon, have driven the rapid increase in mobile usage. Parks Associates finds most of this mobile viewing occurs in the home - 60% for the mobile phone and 70% for the tablet - indicating consumers will engage in blended usage scenarios, with the TV as the preferred screen for viewing, while they use mobile devices for content discovery and selection.
"The Shazam app is a good example of blended use," Sappington said. "During the 2013 Super Bowl, the app recognized the audio from the broadcast and provided game statistics, team information, and a Twitter feed related to the game. Moving forward, mobile devices will play a larger role within the consumer's TV viewing, initiating the experience with personalized options and suggestions, and an intelligent interface that transitions seamlessly from in-home to on-the-go viewing."
To download this whitepaper, go to http://www.parksassociates.com/second-screen.
About Parks Associates: Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.
Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, and Smart Energy Summit: Engaging the Consumer.
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