Wednesday, October 2, 2013

How can brands take greater advantage of second-screen usage?

A recent BBC World News survey of more than 3,600 digital device owners found that 43% of tablet users say they consume more TV than they did five years ago, with most respondents saying they use tablets alongside TV.

A recent Deloitte survey found that 24% are using a second screen while watching TV. This crossover with leisure time presents a unique opportunity to convert those in a ‘lean-back’ position. 
So how can marketers respond to this trend? 
Our clients evidence the same trend, as desktop usage dies down in the evening, mobile and smartphone access to their websites rise, regardless of their sector.
In my opinion, this out-of-hours use introduces a different kind of mentality. Research from inMobi supports this theory, suggesting those at home tend to be in a ‘relaxed mindset’ and are likely to use their tablet for ‘big ticket purchasing’.
This suggests brands should assess their capability to segment content and provide ‘calls to action’ by ‘day-part’, in order to better support those who have the time and motivation to consider bigger purchases.


Econsultancy's recent Multi-Screen Marketer report found that, even among those respondents with just a television and computer, 52% report that it’s somewhat or very likely that they’re using another device while watching television.
With each screen added to the mix, that percentage rises, with 60% of smartphone users (three screens) and 65% of tablet owners (four screens) saying that multi-device use is the norm while watching TV.
A September 2012 survey of US internet users, commissioned by the Cable & Telecommunications Association for Marketing, found that Facebook has the greatest influence on getting people to watch a TV programme.
This suggests brands should consider the ‘day-part’ for any offers, content and customer support links they place on Facebook and align themselves more effectively with TV programming schedules. 

Meshing and stacking

Ofcom makes a clear distinction in its recent second-screen analysis. Whilst media ‘meshing’ is the concurrent use of digital channels in relation to what you are watching on television, media ‘stacking’ is the use of digital channels for a different purpose in conjunction with TV viewing.

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