The Consumer Electronics Association (CEA)® and National Association of Television Program Executives (NATPE||Content First) today released the findings of the first part of a joint research study analyzing how and why consumers use Second Screen devices to engage with video content. The findings, presented yesterday during a panel session at the 2014 International CES®, running here through Friday, January 10th, revealed significant opportunities to improve synchronized program content offerings among the Second Screen viewing audience..."
More info on findings in this article:
"The study also found the key targets for Second Screen content are Millennials (age 13 to 34), as they are among the heaviest consumers of both synchronous and asynchronous program content. Female Millennials are particularly avid Second Screeners. Parents of children under 18 are also key potential consumers given their level of enjoyment of Second Screen content, and heavy device ownership and usage.
A few examples of ways to enhance synchronous content to boost viewer interaction with programs:Optimize social networking opportunities for Millennial viewers via contests and activities, and target older viewers by developing voting and contest-related activities for reality shows.Target parents with family content that allows simultaneous viewing interaction to help maintain and drive live viewing, and raise program ad revenue.Optimize content for the smartphone, making it easier to find/access synchronous content either through apps or on a program website. Content should be device-agnostic, given the proportion of Second Screen consumers viewing on a smartphone...."
Part Two of the study is based on qualitative research collected through interviews with leading television showrunners, exploring the ways in which Second Screen affects the way they develop content, how it can be incorporated into their programs and the advertising opportunities that exist as a result of this evolution. The findings of Part Two will be distributed and presented at a joint session during NATPE||Miami, Jan. 27-29, 2014...."
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