Second-Screen Usage Patterns

Once championed as the disruptor that would change video viewing from a “lean back” experience to a “lean forward” experience, the concept of the interactive second screen has not quite altered the viewer experience as originally thought.

Second-Screen Usage Patterns examines usage and adoption trends of second-screen platforms and usage while viewing primary video content, with particular emphasis on mobile devices (smartphones and tablets). The research analyzes adoption of second-screen platforms and identifies video viewing habits by second-screen users vs. second-screen non-users. It also examines the potential effects that mobile data usage could have on second-screen experiences.

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About the Research

Previous Research

Entertainment Habits on Connected CE Devices (Q3/15)

360 View: Digital Media & Connected Consumers (Q3/15)

The Cost of Piracy (Q2/15)

Webisodes and Multichannel Networks: Future Content Opportunities (Q2/15)

Consumer Segmentation: Sources and Spending (Q1/15)

Consumer Segmentation: OTT Video Buyers (Q4/14)

Key Findings

Industry Insight


Adoption of 2nd Screen Platforms:

Smartphone and Tablet Adoption (2009 - 2015)

% of U.S. Broadband Households Owning Smartphones, Tablets, or Both (2011 – 2015)

Smartphone Operating System (2011 - 2015)

Brand of Smartphone Used (2010 - 2015)

Brand of Tablets Used (2011 - 2015)

Computing & Mobile Products Purchased in the Year (2007 - 2014)

Computing & Mobile Devices: Reason to Purchase (2014 vs. 2015)

Mobile Data Plan (2014 - 2015)

% 3G/4G Mobile Data Consumed by Current Data Plan (Q3/15)

% Using Specified Type of Mobile Apps by Pay-TV Subscription (Q3/15)

Adoption Trends for Smartphone Features from Service Providers:

Complementary Pay-TV Features (2013 - 2015)

Adoption of Smartphone/Tablet Apps from Service Provider by Pay-TV Service Provider (Q2/15)

Adoption of a Recommendation Feature by Pay-TV Service Provider (Q2/15)

2nd Screen Habits:

Monthly Engagement in Any 2nd Screen Activity (Q2/15)

Monthly Engagement in Any 2nd Screen Activity by Pay-TV Provider (Q2/15)

Monthly Engagement with 2nd Screen Activities (Q2/15)

2nd Screen Engagement by Age (Q2/15)

Pay-TV & OTT Subscription by Second Screen Use (Q2/15)

2nd Screen Engagement by OTT Subscription (Q2/15)

2nd Screen Activity Engagement by Video Viewing Segment (Q2/15)

Engagement in 2nd Screen Activities by Pay-TV Subscriber Types (Q2/15)

Engagement in 2nd Screen Activities by OTT Subscription (Q2/15)

Mobile Video Viewers & 2nd Screen:

Frequency of Video Consumption on Different Platforms by Second Screen Use (Q2/15)

Average Number of Times Watching Video by Smartphone Operating System (Q2/15)

Average # of Hours That Respondents Watch Internet Video on Mobile Phones by 2nd Screen Activities (Q2/15)

Average # of Hours That Respondents Watch Internet Video on Mobile Phones by Frequency of Engaging in 2nd Screen Activities (Q2/15)

Appendix: Video Viewer Segments:

Parks Associates Video Viewing Segments

Video Viewing Segments (2010 - 2015)

Segment Descriptions

Publish Date: 4Q 2015

Slides: 64

Authored By:
Glenn Hower - Senior Analyst
Katherine Li - Data Analyst
Yilan Jiang - Senior Director of Consumer Analytics
David Mitchel - Research Analyst

Published by Parks Associates
© December 2015

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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