NATPE & CEA: Second-Screen Usage in the U.S. at Nearly 80 Percent

LAS VEGAS: The Consumer Electronics Association (CEA) and NATPE have released the first findings from their joint study on second-screen usage, revealing that 79 percent of users surveyed access a second device while watching TV.

Nearly all second-screen viewers access asynchronous program content either right before watching a show, right after or between episodes/seasons.

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 shows does not necessarily generate strong positive perceptions; only 13 percent of respondents said it makes their program-viewing experience "much more enjoyable." The majority said that synchronized content makes the experience "somewhat more enjoyable," and say its "nice to have" but less of a necessity. More than half of those who do access synchronized content do so during commercials.

“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 Gary Shapiro, CEA's president and CEO. “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 Rod Perth, NATPE's president and CEO. “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."