Consumers do not want to divide their attention while watching TV
New digital media research from Parks Associates finds 65% of U.S. broadband households engage in at least one second-second screen activity on at least a monthly basis. 360 View Update: Second-Screen Usage Patterns finds the most common activity is to search for information about the program being watched.
“Most consumers favor a passive second-screen experience that complements the already immersive first-screen experience versus the highly interactive apps that typified the first phase of second-screen solutions,” said Glenn Hower, Research Analyst, Parks Associates. “Second-screen users are more likely to engage in supplemental activities, like looking up information while they watch TV, as opposed to social media activities. These types of apps open new partnership opportunities among content providers, data aggregators, advertisers, and service providers.”
Nineteen percent of pay-TV subscribers report that they have a mobile app from their service provider, up from 16% in 2014. The highest adoption is among AT&T U-Verse and Verizon FiOS subscribers at roughly 30%. Between 18% and 25% of cable subscribers report having an app from their provider. Only 22% of DIRECTV subscribers and 17% of DISH Network users report having an app.
“Apps are a key part of service provider strategies to drive second-screen activities, including content discovery functions, content recommendations, and programming information and descriptions,” Hower said. “While adoption is still low, we are getting a clearer picture of what consumers want in a second-screen solution. Consumers do not want to divide their attention while watching TV.”
360 View Update: Second-Screen Usage Patterns examines adoption trends of second-screen platforms and usage while viewing primary video content, with particular emphasis on mobile devices, including smartphones and tablets. The research looks at possible partnership opportunities between content providers, advertisers, and service providers to drive consumer interaction with primary on-screen content.
The researchis available to purchase at www.parksassociates.com. To schedule an interview with an analyst or to request specific data, contact Holly Sprague at hsprague@gmail.com, 720.987.6614.
Parks Associates will examine OTT strategies, CE innovations, and challenges in connected entertainment, including piracy and privacy concerns, at the upcoming CONNECTIONS™: The Premier Connected Home Conference, May 24-26, in San Francisco. View the agenda at www.connectionsus.com.
About Parks Associates Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. Parks Associates provides custom research, strategic consulting, and forward-looking analysis across connected home, small business, and commercial markets, including security, smart home, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies. Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com. Follow Parks Associates on LinkedIn, Facebook, and Instagram.
