The integration of second screen usage into our daily lives has revolutionized the way consumers interact with television and digital content. This convergence has opened up new vistas for marketers to engage with their audience. Let’s delve into the statistics that illustrate the impact of second screens on consumer behavior and outline strategies for marketers to tap into this trend. Here are some key statistics:
70% of adults use a second device while watching TV.
Smartphones lead the way at 51%, followed by laptops (44%) and tablets (25%) as preferred second screens.
The top activities during TV viewing include seeking more information about the show (81%), communicating with friends (78%), using social media (76%), and looking up products featured or advertised on the show (65%).
Shopping for products seen in TV ads is a notable behavior for 20% of second-screen users.
Twitter users are 33% more likely to use a second screen than the average internet user, with 7 out of 10 engaging in this way.
The age group most engaged in the second screen is 18-24 at 79%, indicating a tech-savvy demographic that marketers can’t afford to ignore. Additionally, the global spread of this phenomenon is underscored by the high percentages of multi-screen audiences in countries like Norway, Turkey, Australia, and New Zealand, all tied at 75% or more.
Second Screen Marketing Tips
Content Synchronization: Align your digital content to complement what consumers watch on TV. This can range from trivia related to the show to exclusive deals on products being advertised.
Social Media Integration: Use platforms like Twitter to engage with the audience in real time. Live tweeting, polls, and interactive hashtags can increase brand visibility and interaction.
Targeted Advertising: Use the data from second-screen usage to target ads more effectively. Knowing that a viewer is searching for information on a product seen on TV can be a strong indicator of purchase intent.
Interactive Campaigns: Design campaigns that encourage interaction across screens. For example, QR codes in TV ads that lead to exclusive content or discounts can create a seamless connection between the screens.
Measure and Adapt: Use analytics to measure the success of multi-screen campaigns and adapt strategies in real-time. This will help in understanding what resonates with the audience and optimize efforts.
By embracing these strategies, marketers can create a holistic and engaging consumer experience that captures attention across screens and drives engagement and conversions.
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Originally Published on Martech Zone: The Rise of the Second Screen: Statistics, Trends, And Marketing Tips