Despite the widespread reach of TV, the attention of the US audience continues to be fractured across several devices. A recent survey conducted by YuMe and Nielsen; “Connected TV Fast Forward” showed there are generational differences in the device most used for second screening while watching TV.
What this means for marketers: An estimated 185.8 million adults in the US regularly use the internet on another device while watching TV. This represents an increase of 4.5% from 2016. In the noted survey, there are generational differences on the device of choice while second screening. 68% of Millennials prefer to use a smartphone, while the same choice is less prevalent among Gen Xers (52%) and Baby Boomers (39%). There were a wide variety of behaviors on their second screens; looking up actors or players in a show/sporting event and social media. Opportunities exist for brands to generate online conversations with their desired audience via polling, chatting, and tweeting with specific hashtags. Another interesting point to consider; how are older demos second screening? Are they doing tasks unrelated to the program? Harmelin will continue to monitor the generation gap for second screening and recommend the media mixes and devices that best identify with a client’s target audience.