With audiences frequently using multiple devices simultaneously, understanding second screen strategy, stats, and trends is important for creating engaging content and directing attention to your platforms.
How do Audiences Use the Second Screen?
Second screen usage refers to using an additional device, like a smartphone, tablet, or laptop, while watching television or other primary content. This trend has become widespread, with 86% of internet users now using another device while watching TV (GWI).
Engage with Social Media
Many people use social media while watching TV. About 76% of second screen users engage with social media during TV viewing (Statista). This allows viewers to discuss shows or events as they happen and connect with others. Implementing effective social media integration strategies can enhance this interaction and foster a stronger connection with your audience.
Search for Additional Information
Many viewers use their second screens to find more information related to the content they’re watching. In 2019, 68% of smartphone users looked up information about actors, plotlines, athletes, or teams while watching TV (Statista). This behavior reflects a desire to know more about the content.
Shop Online
Shopping is another significant second screen activity. Around 65% of viewers use second screens to explore products seen in TV ads (Curatti). Because many viewers shop using second screens during TV viewing, brands can reach consumers while they are watching. Implementing an AI-powered shopping experience simplifies the process for viewers to find and purchase products they see on the primary screen. By using AI-powered feed search technology, it offers personalized and relevant product recommendations based on user preferences and behavior, enhancing the efficiency and enjoyment of the shopping experience.
Second Screen Strategy Usage & User Engagement Stats
According to Nielsen, 88% of Americans use a second screen during their viewing time (Ars Technica).
The Widespread Use of Second Screens
Many viewers multitask with smartphones, tablets, or laptops while consuming media. Global studies show that 86% of internet users use another device alongside TV (GWI Report). Smartphones are the most popular choice.
How Viewers Engage on Second Screens
People use their second screens for various activities:
- Social Media Browsing: 76% engage with social platforms while watching TV.
- Looking Up Information: 68% search for details about actors, plotlines, or related topics.
- Messaging: 41% text or message friends and family about the content they’re watching.
- Shopping: 35% shop for products featured in ads or shows.
Understanding these behaviors is especially important when engaging Gen Z with second screens, as they are among the most active users of second-screen technology. By recognizing the second-screen behaviors of Gen Z, you can tailor your content to connect with this influential audience.
Enhance Engagement Through Multi-Device Use
Second screens provide additional ways for audiences to interact with content. Viewers can join live discussions, access extra material, or use interactive features. For your business, creating experiences that complement the main content can make it more engaging for your audience. Deciding whether to buy or build second-screen tech is an important consideration in enhancing engagement through multi-device use.
Benefits of Using Second Screen Strategy Trends
By adopting second screen trends, you can find new methods to connect with your audience and improve their experience.
Enhance Audience Engagement
Using a second screen strategy allows you to create interactive experiences for your audience. By offering additional content, live interactions, or behind-the-scenes access, you can engage viewers on both the primary and secondary screens. For example, adding live polls, quizzes, or social media discussions related to your content can increase participation. For more ideas on how to engage your audience, consider exploring the ultimate guide to audience engagement.
Gain Data Collection Advantages
A second screen strategy provides data on viewer preferences and behaviors. By analyzing how your audience interacts with your content, you can adjust your approach and enhance the experience for users.
Discover Brand Opportunities
With more people using second screens, brands can connect with consumers in new ways. You can include advertising and e-commerce on the second screen, reaching viewers during their viewing time. Using social media interactions can help you create a community around your brand and keep engagement going beyond the main content.
How to Use Second Screens (and Make Most of Trends) for Business Growth
As more people use second screens, businesses can find new ways to engage audiences and grow.
Shift to Proprietary Platforms
By developing your own apps or websites for second screen experiences, you can engage directly with your audience and build a loyal following. This reduces dependence on third-party platforms and gives you control over user data and interactions. Implementing effective live sports streaming strategies on your website can attract sports fans and enhance engagement. Pairing a live chat or live blog with the stream, encouraging viewer interaction, minimizing technical issues, and using engagement tools are key strategies to create a more interactive and enjoyable viewing experience.
Apply Synchronization Techniques
By syncing content between the main screen and the second screen, you can keep audiences interested on both devices. Create apps or features that offer live information, polls, or extra content related to the main screen.
Personalize Content Discovery
Second screen use provides data on what users like. By studying this data, you can offer personalized content and improve the experience for each user. Utilizing AI-powered content personalization effectively delivers tailored experiences by analyzing individual preferences from second screen interactions, such as browsing history and clicks, to provide content that aligns with user interests.
Role of Second Screens in Sports Broadcasting
Second screens are altering how people watch sports. While watching a game on TV, you might use your smartphone to check stats, use social media, or get extra content. About 32% of sports viewers use social media during events (Statista). Using a second screen can make you feel closer to the action and is shaping the future of sports broadcasting. This is especially true for younger audiences; implementing Gen Z sports fans second-screen strategies can help you engage this demographic more effectively.
Interactive Features
Second screen technology provides interactive options that add to watching sports. You can:
- See different camera angles during the game
- Access real-time player stats and bios
- Watch instant replays and highlights
- Participate in fantasy leagues or betting activities
Arena provides live blogs for sports coverage, offering real-time updates and commentary to enhance the viewing experience on second screens. These live blogs keep audiences engaged with dynamic updates, in-depth analysis, and interactive features like comments and polls, enriching the overall viewing experience. For more details, visit their page on live blogs for sports event coverage: Using Live Blogs for Seamless Sports Event Coverage | Arena. These features make the game more engaging and suited to your interests.
Social Engagement
Using a second screen lets you join live conversations with other fans. Platforms like Twitter play a significant role during sports broadcasts. Real-time interaction brings you closer to the community around the sport.
Challenges and Future Developments in Second Screen Experiences
Though second screen use increases engagement, there are challenges to address.
Attention Fragmentation
As viewers split their attention between devices, it’s hard to keep them focused on your main content. Only 7% of viewers use their second screens for related content (eMarketer), so holding their attention is important.
Technical and Privacy Concerns
It’s challenging to create smooth experiences across different devices, and too many apps can confuse users. Building unified platforms can make things simpler. Collecting data from second screen use also brings up privacy concerns. Managing user data carefully is important to gain trust from your audience. Implementing proper GDPR compliance measures ensures that user data is handled responsibly and legally. Arena.im is dedicated to GDPR compliance by appointing a Data Protection Officer, updating their Data Protection Agreement, and adjusting their products and processes to align with GDPR standards, enhancing data protection and privacy.
Future Developments
To overcome these challenges, efforts are being made to create unified platforms, so users don’t have to manage many apps. New technology may improve how screens work together, and personalized content can improve user experience. With the transforming social media landscape, it’s important to adapt strategies to maintain engagement. Technologies like augmented reality (AR) and virtual reality (VR) might offer new ways to create engaging experiences. The development of Metaverse virtual experiences may change how audiences engage with content across various screens.
By addressing these issues, you can make the most of second screen experiences for your audience.
Second Screen Strategy: Best Tips for Integration
To make the most of second screen usage, focus on creating experiences that complement what viewers see on their primary screen.
Create Synchronized Content
Create apps or features that match your main content. For example, providing live stats or extra information during events can increase engagement.
Encourage Real-Time Interaction
Facilitate live discussions and sharing around your content. Using platforms like Twitter helps engage audiences during broadcasts.
Provide Added Value
Give extra content or interactive features on the second screen. This could be behind-the-scenes footage, polls, or quizzes that make watching more interesting.
Optimize for Mobile Devices
Ensure your apps and websites are user-friendly on smartphones and tablets, the most common second-screen devices.
Analyze User Data
Study data from second screen use to learn what viewers like. This information can help you adjust content and enhance the user experience.
Conclusion
Understanding and using second screen trends is important for engaging today’s audiences and growing your business. By creating synchronized content, encouraging real-time interactions, and offering personalized experiences, you can increase engagement, attract audiences to your own platforms, and build loyal communities. Adopting these trends will keep your business current in the changing digital world.
Ready to see the impact of second screen usage and engaged communities on your business? Sign up now at Arena and start leveraging our powerful features to boost engagement and retention. Join thousands of brands that trust Arena to turn visitors into loyal customers.
