Second Screen Industry Take up 'Slow'

New research reveals that the majority of TV viewers now dual screen but industry's take up of synchronous apps remains slow.
Second screening - using a smartphone or media tablet while watching TV - is not only popular among British TV viewers but also offers a path to greater revenues and deeper viewer engagement, according to the findings of a study by Red Bee Media and Decipher.
The poll suggests that:
52% of respondents have used second screen to access more information about a show.
86% have used their computer, smartphone or tablet whilst watching TV.
78% prefer to interact with their favourite show via a smart device rather than traditional phone-ins.
33% are more likely to watch a show if there is 'social buzz'.
56% are open to receiving targeted ads via synchronous companion app.
The study showed it makes good financial sense for broadcasters to promote second screening. However, broadcasters, content owners and second-screen platforms are only beginning to scratch the surface of viewer engagement during their second-screen session.
Investment, not only in new technology but also in the network management system, is required by broadcasters maximize the potential of second screening. Managing campaign response and minimising error risk will help ensure excellent service provision.
Getting the very best results from your broadcast platform is one area of expertise offered by Astec. For help and advice please contact us for a free no obligation discussion or visit www.astecsolutions.com
(GK/IT)