Over 86% of British viewers have used a second-screen device while watching TV, according to new research unveiled by Red Bee Media.
More than half of survey respondents (52%) have used a second screen to find out more about a TV programme and 1 in 3 smart device owners admitted that they are more likely to watch a show live rather than on-demand if there is significant social buzz around that programme.
However, only 1 in 5 respondents said they had used a synchronous companion app although 78% of this group believe that smart devices are a better way to engage with their favourite TV shows as opposed to traditional methods such as red button or telephone call-ins.
Red Bee concluded that the second screen represents a significant opportunity for the broadcast industry to own viewers' interactions with their content through synchronous companion apps but they have not yet found a way to consistently own viewers' second screen activity and build engagement; only 19% of respondents in the survey positively rate their ability to engage with TV shows.
The research also found a disparity between the behaviour of Android and Apple users. Android users are more likely to use a second screen device while watching TV than iOS users (22% of all second screening is done on an Android device compared to 3% for iPad and 11% for iPhone). However, Android users are less likely to use these devices to engage with shows or use synchronous apps; 10% of synchronous app users use Android devices compared to 20% for iPhone and 12% for iPad.
Red Bee Media worked with digital media consultancy, Decipher, to poll more than 2,000 smart device owners across the UK on their second screen usage.
Links open in a new window. The DTG is not responsible for the content of other web sites.