Consumers do not want to divide their attention while watching TV

New digital media research from Parks Associates finds 65% of U.S. broadband households engage in at least one second-second screen activity on at least a monthly basis. 360 View Update: Second-Screen Usage Patterns finds the most common activity is to search for information about the program being watched.

“Most consumers favor a passive second-screen experience that complements the already immersive first-screen experience versus the highly interactive apps that typified the first phase of second-screen solutions,” said Glenn Hower, Research Analyst, Parks Associates. “Second-screen users are more likely to engage in supplemental activities, like looking up information while they watch TV, as opposed to social media activities. These types of apps open new partnership opportunities among content providers, data aggregators, advertisers, and service providers.”

Nineteen percent of pay-TV subscribers report that they have a mobile app from their service provider, up from 16% in 2014. The highest adoption is among AT&T U-Verse and Verizon FiOS subscribers at roughly 30%. Between 18% and 25% of cable subscribers report having an app from their provider. Only 22% of DIRECTV subscribers and 17% of DISH Network users report having an app.

“Apps are a key part of service provider strategies to drive second-screen activities, including content discovery functions, content recommendations, and programming information and descriptions,” Hower said. “While adoption is still low, we are getting a clearer picture of what consumers want in a second-screen solution. Consumers do not want to divide their attention while watching TV.”

360 View Update: Second-Screen Usage Patterns examines adoption trends of second-screen platforms and usage while viewing primary video content, with particular emphasis on mobile devices, including smartphones and tablets. The research looks at possible partnership opportunities between content providers, advertisers, and service providers to drive consumer interaction with primary on-screen content.

The researchis available to purchase at www.parksassociates.com. To schedule an interview with an analyst or to request specific data, contact Holly Sprague at [email protected], 720.987.6614.

Parks Associates will examine OTT strategies, CE innovations, and challenges in connected entertainment, including piracy and privacy concerns, at the upcoming CONNECTIONS™: The Premier Connected Home Conference, May 24-26, in San Francisco. View the agenda at www.connectionsus.com. 

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
 

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