The Social Second Screen

Multitasking is nothing new.  For many years consumers have done multiple things while engaged with media.  Mobile devices, such as tablets and smart phones, have taken media multitasking to a whole new level because of how engaged users are with the devices.  Several recent surveys have shown just
how pervasive these second screen activities are, especially with social media.

• Over 40% of US consumers are using
their laptops, smart phones or tablets
while watching TV

• The top activity is email related, social networking ranks second

• Among those who are social networking, 55% of men are on Twitter as are 45% of women

• Half of Twitter users are engaged with others about shows in real-time

• Over three-quarters of social networkers tell their friends what they
are watching

What Does This Mean To You?

As consumers continue to rely on mobile devices for content, second screen activity is bound to increase.  This means that the attention of viewers will be even more fragmented and any investment in TV advertising can be adversely affected.  In fact, because most users are holding their devices, there is a good chance they are more engaged with second screen content than the TV shows that are being shown.  Portability is also an issue, it’s much easier to move from room to room with a tablet or smart phone than to move a wall mounted flat screen.  As a business, you need to make sure your advertising messages are being seen.  Due to the growth of mobile, the TV may be on, but are the viewers watching the message?  For more information on effectively reaching consumers through multi-platform channels, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager

Source:; Kalena Jordan,;; MediaBistro; Nielsen; Pew Center for Internet and American Life

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