Asad Ali
November 13, 2018

The Second Screen Viewing Trend That’s Reshaping Marketing

Second Screen Marketing

TV is becoming social and interactive. How? Let’s delve deeper.

In the world of tough competition, survival is possible only for the fittest. In the entertainment industry, the popularity graph of any program is dependent on the best possible ways the audience is kept engaged while using multiple media platforms. Social media, apps, polls, and opinionated statuses make a single event, program, or just a promotional ad, a big trend. The reason behind this is the growing second screen trends amongst viewers.

What is second screen? It is the use of any electric device that viewers use while watching TV. It could be a smartphone, tablet, laptop, desktop, etc. The purpose of using a companion device is to connect to the program people are watching. Second screens also shape the ways businesses connect with the customers. The companion second screens help by creating a social buzz around certain programs.

Multi-screen, multi-tasking is sometimes criticized as the inability of the young generation to stay focused. However, for some, second screens are helpful in optimizing the TV experience of the viewers.

GO-Gulf has worked on this second screen viewing trend and presented the interesting stats in an infographic. Let’s have a look!

Second Screen Viewing Trend GoGulf-Dubai


Second Screen Type: Smartphones At The Top

Stats reveal that more than 70% of adults have the habit of second screen viewing while watching TV. 51% of viewers use smartphones as their second screen choice which is the highest figure. Laptops are used by 44% of viewers, putting them second in the list. 29% people use desktops, while 25% use tablet while watching TV.

Why Second Screen? Information Seekers At The Top

Why do viewers use second screens while watching a TV program?

  • 81% want to know more about the program, so use another screen.
  • 78% prefer engaging with friends, which could be a discussion about the program.
  • 76% use social media: Facebook, Twitter, Instagram, etc.
  • 7 out of 10 Twitter users are second screeners, which is 33% more than the average internet users engaged in multi-screening.
  • 65% engage in exploring more about the products they have seen in the TV ads.
  • 20% of second-screeners shop what they have seen in the TV ads, which means these screens are shopping companions of every 1 out of 5 viewers.

Second Screening During Commercial Breaks: Youngsters At The Top

79% of the youngsters with the age bracket of 18-24 years use second screens during commercial breaks. The same trend is at 68% for viewers in the age bracket of 25-34 years.

60% of people who are 35-49 years switch to multi-screening during ad breaks. 33% of 50-64 years age and 20% of 65+ years age become second screeners once there is a commercial break. These stats are helpful for businesses to devise their promotional strategies so as to grab the attention of the targeted customers.

Multi-screening Audience: Norway And Turkey At The Top

Among the top ten countries having second screen audiences, Norway and Turkey are at the top of the list with a 76% multi-screener rate. Australia and New Zealand have 75% second screeners, Netherlands 73%, Colombia 72%, Hong Kong 69%, Croatia and Thailand are at the bottom with 68% of the second screen viewers.

After years of incubation, second-screening is finally a big thing now, so ignoring it would not help businesses in becoming the best choice of the prospects.

How can you make use of this trend to engage the TV watchers? This is the point to think about. Hopefully the stats presented above would offer help in devising new strategies for projects and businesses.


You may also want to readSecond Screen Social: What Marketers Need to Know

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Asad Ali is a professional Internet marketer with an exposure of more than 7 years in eCommerce industry. He is currently working at GO-Gulf - a Dubai based web development company. His expertise includes SEO, UX and Conversion optimization.