Nielsen: Second Screen, Social Media Boosts TV Viewing

August 5, 2014 · Posted in Uncategorized 

By Chris Tribbey

Using second screen devices and social media is having a positive impact on how viewers interact with TV content, according to new data from Nielsen.

A full quarter of respondents to Nielsen’s study said they were more aware of TV programs thanks to social media interactions with the second screen, and most every other major metric regarding how social media impacts consumers and TV content (i.e. engagement, enjoyment, recording more programs and watching live TV) was up year over year.

But assuming that consumers are using the second screen solely to relate to the content on the living room screen is a leap: among U.S. second screen users older than 13, more than 66% of tablet users and 49% of smartphone users said surfing the Web was the No. 1 activity they engage with while watching their favorite shows.

Forty-one percent of tablet owners told Nielsen they look up content related to the content on the screen, nothing to laugh about if you’re a content owner looking for second screen interactions. However, a higher percentage of tablet owners (44%) said they were just as likely to be shopping on their tablet.

In fact, it was only in the category of texting or emailing a friend about a program that smartphone users surpassed tablet users in terms of what second screen device users do while watching TV content (tablet owners shop more, check scores more often and are more likely to vote during a live program).

Nielsen’s report also relayed an interesting component with how ethnic viewers use social media to interact with TV. “ … Compared to national averages, a greater percent of African-Americans, Asians, and Hispanics report watching more live TV, being aware of more programs, recording programs, and enjoying television more as a result of social media,” Nielsen’s report reads.

Because of social media, Hispanic viewers have the highest rate of program awareness (32%), TV enjoyment (26%) and live TV engagement (18%) compared to all non-white groups.

Comments

Comments are closed.

  • Upcoming Events

      BBTVCon button 2-6-15
      MM WandE Button 1-15-14
  • 2nd Screen Lexicon

      http://www.2ndscreensociety.com/lexicon/


  • S3 Members

      3rdi_logo
      Twentieth Century FOX Home Entertainment
      Akamai-Logo-Faster-Forward-RGB-4_jpeg
      alldigital
      applicaster-logo-301x178
      Axwave logo
      box_logo_blue_simpleshape_vector
      brightcove_logo
      Civolution
      Dolby_vertical_TealCropped
      Digitalsmiths_Logo_FullColor_light_bkgd
      EIDR-logo
      EVS logo
      Fuisz Logo web
      furiousm unofficial
      HitachiHDS_below siderbar logo 256x117
      hybris_SAPCo_rgb x300
      ibm_black
      Information Builders
      ipowow
      ixonos_logo grey
      JargonLogo.rgb.300dpi.transparent (2)
      netpowerandlight_logo
      p
      samsung 1
      SocialTV
      Solekai_Logo_RGB
      Sony DADC Stacked_safe
      Logo_Technicolor_RVB
      Teradata NOTAG
      P
      TiVo_logo_small
      TOKTV Sept 2013 small
      UFC_small
      V
      yidio logo

       

  • Media & Entertainment Services Alliance

      MESA
Stay informed!
Let MESA keep you updated on the latest technologies and industry developments.
Never display this again