|By Business Wire
|January 10, 2014 07:32 PM EST
The Consumer Electronics Association (CEA)® and National Association of
Television Program Executives (NATPE||Content First) today released the
findings of the first part of a joint research study analyzing how and
why consumers use Second Screen devices to engage with video content.
The findings, presented yesterday during a panel session at the 2014
International CES®, running here through Friday, January 10th,
revealed significant opportunities to improve synchronized program
content offerings among the Second Screen viewing audience.
Of the Second Screen users surveyed, 79 percent access a second device
while watching TV programming. Nearly all Second Screen viewers access
asynchronous program content, either right before watching a show, right
after watching, or between episodes/seasons, which offers a strong
opportunity for program brands to increase loyalty and keep viewers
engaged and watching even when shows are not on the air.
Only 42 percent of Second Screen users have tried synchronizing their
content experience to live TV. According to the survey, synchronized
content available for TV programs does not generate strong positive
perceptions – only 13 percent of respondents said it makes their program
viewing experience “much more enjoyable.” The majority of users said
synchronized content makes their viewing experience “somewhat more
enjoyable,” considering it less of a necessity than a “nice to have” for
certain types of programs. More than half of those who access
synchronous Second Screen content do so during commercials, so there is
an opportunity to provide synchronized content that can be easily and
quickly accessed during commercial air time.
“This important research study underscores the exciting opportunities
for consumer technology device manufacturers to market connected devices
and potentially collaborate with content producers to enhance and
improve the Second Screen experience,” said CEA President and CEO Gary
Shapiro. “Our joint study shows that consumers accessing synchronized
content generally find it fun to use and more connected to the shows
they are watching. At the same time, the study indicates there is an
opportunity to expand consumer engagement with the Second Screen across
a broader variety of programming.”
"Through NATPE's partnership with CEA, the findings in this study
present new information, challenges and significant opportunities for
content producers and advertisers,” said NATPE President and CEO Rod
Perth. “We know TV viewers are beginning to use the Second Screen
because it has the potential to extend enjoyment of the viewing
experience. We believe this research study will illuminate new
entertainment possibilities for consumers as well as content creators."
For those consuming synchronized content, the most commonly used device
is the smartphone, driven primarily by Millennials (ages 13 to 34). The
device of choice varies by age group, with older consumers (age 55+)
being more likely to use a tablet or laptop while viewing. Very few find
navigating synchronized Second Screen content difficult, but those who
do cite a number of technical barriers which keep the synchronized
experience from being ideal. The most cited issues are related to
connectivity, content that is not optimized for the smartphone, screen
size and difficulty in locating content online.
More than 6 in 10 of those who access synchronized content agree it is
fun to use, that it makes them feel more connected to the shows they are
watching and offers valuable information while viewing. However, the
majority feel it is only appropriate for certain kinds of shows.
Currently, synchronized content is most often used for voting during
reality shows, and participating in contests to win prizes.
Second Screen users who don’t access synchronized program content
equally say they don’t engage either because they are not interested or
don’t know which programs offer synchronized content. This presents an
opportunity to increase awareness and reinforce the positive aspects of
a synchronized Second Screen experience.
The study also found the key targets for Second Screen content are
Millennials (age 13 to 34), as they are among the heaviest consumers of
both synchronous and asynchronous program content. Female Millennials
are particularly avid Second Screeners. Parents of children under 18 are
also key potential consumers given their level of enjoyment of Second
Screen content, and heavy device ownership and usage.
A few examples of ways to enhance synchronous content to boost viewer
interaction with programs:
Optimize social networking opportunities for Millennial viewers via
contests and activities, and target older viewers by developing voting
and contest-related activities for reality shows.
Target parents with family content that allows simultaneous viewing
interaction to help maintain and drive live viewing, and raise program
Optimize content for the smartphone, making it easier to find/access
synchronous content either through apps or on a program website.
Content should be device-agnostic, given the proportion of Second
Screen consumers viewing on a smartphone.
The Executive Summary of the survey results is available for media upon
request and the complete report will be available for free to CEA member
companies at members.CE.org,
and to NATPE members who email [email protected]
with subject line “2nd Screen TV Viewing Research Request” (make
sure to include your full name and company). Non-members can purchase
the study for $1,000 at the CEA
The quantitative portion of the study was administered by E-Poll Market
Research via an Internet survey to an online national sample of 2,531
U.S. adults, age 13 and older, between Oct. 18 and Oct. 28, 2013. All
respondents reported accessing Second Screen content related to
televised programming, including TV shows/series, sports, music
programming, televised movies and news at any frequency.
Part Two of the study is based on qualitative research collected
through interviews with leading television showrunners, exploring the
ways in which Second Screen affects the way they develop content, how it
can be incorporated into their programs and the advertising
opportunities that exist as a result of this evolution. The findings of
Part Two will be distributed and presented at a joint session during
NATPE||Miami, Jan. 27-29, 2014.
About the Consumer Electronics Association
The Consumer Electronics Association (CEA) is the technology trade
association representing the $203 billion U.S. consumer electronics
industry. More than 2,000 companies enjoy the benefits of CEA
membership, including legislative advocacy, market research, technical
training and education, industry promotion, standards development and
the fostering of business and strategic relationships. CEA also owns and
produces the International CES – the world's gathering place for all who
thrive on the business of consumer technologies. All profits from CES
are reinvested into CEA's industry services. Find CEA online at www.CE.org,
through social media.
About NATPE||Content First
Celebrating more than 50 years of service to the ever-evolving global
television industry, NATPE continues to redefine itself and the services
it provides to meet the needs of its members and the industry. What has
remained constant is NATPE’s commitment to encouraging the growth and
supporting the success of video content development, creation,
production, financing and distribution across all platforms.
The annual Market and Conference will once again be held at the
Fontainebleau Resort, Miami Beach (Jan. 27-29, 2014). NATPE also
produces NATPE||Europe, Prague Hilton Hotel, Czech Republic (June 23-26,
2014) the premier market for the dynamic and evolving content industry
centered in the CEE. Visit us at www.natpe.com.
About E-Poll Market Research
E-Poll Market Research is a full service consumer research company
providing quantitative and qualitative research to media, entertainment
and Fortune 1,000 companies. Since its founding in 1997, E-Poll has
worked with major networks, distribution companies, and advertisers to
set the standard for media research and understand consumer attitudes
and behaviors in a shifting media landscape.
Headquartered in Los Angeles, E-Poll produces the industry-leading
E-Score research measuring the marketability of celebrities, brands,
popular characters and entertainment programs. More information is
available at www.epollresearch.com.
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