Nielsen reports that 85 percent of tablet and smartphone owners use their devices as a second screen companion while watching television with 40 percent doing so on a daily basis. Second screen has become part of the typical viewing experience. It’s an avenue to share opinions, get more information or multitask during a program.
During the recent presidential campaign, people shared their opinions on the debates and election results over social media, sending more than 31 million election-related tweets on Election Day alone. Consumers increasingly use a second screen to check email or post to social media while watching nighttime programming, look up information on actors, or check the stats about the sports team that may be playing on television at that moment.
Use of a tablet or smartphone as a second screen will continue to grow in 2013 as companies realize the impact it can have on their brands. According to Mashable, companies will start to integrate second screen engagement campaigns as part of marketing programs. Nielsen recently announced a partnership with Twitter to create a standard metric around the reach of television conversation on Twitter beginning in the fall of 2013. The creation of second screen apps will also continue, adding to popular apps like Xbox SmartGlass app and the Xtra Factor app.
Stay tuned for more conversations on the impact of second screen at 2013 CES in January.
Check out more from Verizon at CES.