Media consumption has dramatically changed due to the explosion of new devices. The second shift is huge: someone will use a phone, tablet, or other device while watching TV or other content. It shakes everything regarding how we watch, how ads deliver, and how brands eventually connect with their audiences.
This blog will discuss how you can develop second-screen brand marketing strategies and viewing trends, delve deeper into second-screen statistics, and examine multi-screen viewing habits that will shape the media landscape in 2024.
What Is Second-Screen Viewing?
Second-screen viewing uses a secondary device while viewing TV or other video content on a primary screen. The secondary device is usually used to monitor social media or follow ads, complete purchases, or research information related to what one is watching.
Growing Second-Screen Usage
The biggest jump was in usage through second screens, which has gained spectacular momentum over the last decade. This is mainly because of the reach of smartphones and tablets. It has started from niche sections and is increasingly becoming the norm due to multitasking across all age groups and demographics.
Now, 86% of online users use the second screen when watching TV. This is a strong percentage compared to previous years and a sign that the behavior has already deeply penetrated media consumption practices worldwide.
Infographic by GO Globe Web Design Company in Dubai
Second Screen Behavior in 2024: Main Activities
The reasons for using a second screen vary, but some activities dominate this trend:
- Social Media Engagement: Many viewers use social media to comment, live tweet, or tune in to the latest trend. 55% of second screeners use devices to check in or share on social media while watching TV(On-demand Consumer Research | GWI).
- E-Commerce: A relevant development is e-commerce. According to studies, 35% of second screeners browse or shop online using their smartphone, and a "buy now" call to action often precipitates the activity, either as the result of a commercial or due to an in-show product placement (Global Systems Shop)( On-demand Consumer Research | GWI).
- Ad Engagement: Advertisers use these second-screen behaviors and calls to action to challenge viewers to engage with them on another device. This increases the chances of product discovery and engagement.
- Content Discovery and Research: Many viewers use a secondary device to research actors, episodes, or sports stats while watching a show or game. For instance, 49% of viewers use their second screen to look up ancillary information about what they're viewing at that time(On-demand Consumer Research | GWI).
Multi-Screen Viewing Habits: Who's Watching?
Screen behavior only cuts across age and demographics. Second screening is an age game because the younger one is, the higher the percentage of using a second screen. According to Gen Z, Millennials, 75% of users between 18 and 34 use a second screen regularly. On the other hand, even older generations are slightly more active in multi-screening (Big Village).
Most Common Devices Used for Second Screening
The most used second-screen device is a smartphone. In the last studies, 79% of second-screeners rely on this smartphone when watching TV. Tablets are relatively underrepresented in this regard, though they are surely predominant among older demographics, where larger screens are preferred (On-demand Consumer Research | GWI).
How Second Screen Viewing Affects Advertising
Multi-channels for consumer outreach can now be accessed from an advertising perspective. Supplementing traditional TV ads with digital ads targeting viewers on the secondary device, brands can sync ads cross-platforming from their TV bases to mobile bases and increase engagement by as much as 28%.
Further, social media may allow users to receive direct links for advertisements. This leads them to e-commerce sites to make a seamless experience, moving from passive watching to more active engagement. According to research findings, viewers' chances of buying single-screen ads are 24% higher than viewing on second screens (Global Systems Shop)(On-demand Consumer Research | GWI)).
Geographical Insight: Where Are Second Screens Most Popular?
Second-screen behavior varies geographically, with high adoption rates in North America and Europe. For example, in the US, 85% of internet users reported using the second screen in 2023(On-demand Consumer Research | GWI). Asia has a low record, with a slight figure of 75%, but still, it engages on the second screen while viewing TV(Big Village).
Key Statistics on the Second Screen
To help explain this, here are some critical statistics on second-screen activity in 2024:
- 86% of internet users use another screen while viewing a program (On-demand Consumer Research | GWI).
- 55% use social networking when viewing TV programs (Global Systems Shop).
- 35% browse or shop online during TV show time (On-demand Consumer Research | GWI).
- 79% of second screeners use smartphones to access the additional screen (Big Village).
- 49% research about the movie program they are watching (On-demand Consumer Research | GWI).
Future Trends in Second Screen Behavior
The overall momentum of the behavior of second screens is sure to see a good many trends that will shape their future:
More Integration with Streaming Platforms: Streaming platforms like Netflix and Amazon Prime are experimenting with assimilating second-screen experiences. Expect more interactive content, synced ads, and real-time engagement opportunities.
- AI-Powered Personalization: AI and machine learning are expected to take the second screen experience to a new level, curating relevant content and ads at the right time based on viewer behavior.
Increased Social Media Engagement: As social media gets more into TV shows, like live tweets during broadcasts, look for greater interaction and audience participation in real-time events.
- Increase in E-Commerce Engagement: As in-program commercials and click-through ads on a second device mature, people are more likely to buy while watching their favorite TV program. This will propel the "shoppable media" of all viewed and purchased with just a click.
10 Steps to Develop a Brand Marketing Strategies with Second Screen Technology
Here is how you can develop a brand marketing strategy with second-screen technology:
1. Understand Your Audience
- Identify Behaviors: First, identify how people interact in the target market with second screens. Are they checking social media, interacting with apps, or online shopping in parallel with watching TV? That would be helpful for segmentation in marketing activities.
- Segment the Audience: Once you know how your customer uses second screens, break that audience into segments. Some people like to be more social, others like to play, and some prefer using apps for online shopping.
2. Cross-Platform Interaction
- In-live Event or Real-Time Interaction: Use second screens to engage users through cross-platform interaction or real-time participation. This can be achieved by developing interesting questions that would help host a poll, quiz, or discussion on social media or bespoke applications. At the same time, the TV programs are aired live or during their transmission.
- Synchronized Content on Devices: Supplement the main screen with content on the second screen. Example: A cooking show; second screens flash recipes or ingredients during the cooking process on mobile devices.
3. Social Media
- Hashtag Campaign: This campaign aims to increase the brand's visibility and boost community engagement by having viewers use branded hashtags while streaming live on third-party apps like Twitter, Instagram, and TikTok.
- User-Generated Content: Request viewers to take photos, videos, or reviews related to the brand while watching live content on a second screen. This will create an organic stream of user-generated content promoting your brand.
4. Companion Apps
- Build Branded Apps: Through the companion app on your brand, customers can access rich content, behind-the-scenes content, or information about the product during the engagement process when interacting with the related content on the main screen.
- Interactive capabilities: Your app can include live chats, AR experiences, and shopping, allowing users to engage with the brand in real-time while consuming related content.
5. Offer Incentives and Rewards
- Exclusives: Create time-sensitive offers, discounts, or exclusive deals on the second screens for instant engagement. You can also use gamification tactics, where rewards are given to the user for engaging with your content on both screens.
- Second Screen Loyalty Programs: Create loyalty programs where users earn points for viewing shows on TV, interactivity with applications, or live events using a second screen.
6. Interactive Advertising
- Shoppable Ads: Use shoppable ads that facilitate buying in real-time when viewers watch related content, especially for events like fashion shows or product launches.
- Interactive Video Content: Use second-screen technology that will enable users to engage with advertisements on the second screen, such as choosing different product options or reading real-time product reviews, thus making the ads more engaging and personalized.
7. Measure and Analyze Engagement
- Monitor Second Screen Metrics: Use analytics tools to monitor your viewers' engagement on their second screens. Use metrics such as click-through rate, social media mentions, app usage, and conversion rates.
- Optimize Strategy: Utilize data insights about the trends and patterns of audience interaction and engagement behaviors, fine-tune marketing strategy, optimize content and campaign elements in alignment with patterns
8. Partner with Media Allies
- Partnership with TV Networks or Streaming Services: Work with TV programs, sports programs, or streaming networks to integrate the brand into second-screen experiences. Co-branded in-app ads, or even live engagement by the viewers during a broadcast, can be considered.
- Influencer Relationships: Pair with influencers who can engage their followers on social media, keeping your brand visible throughout the live event and encouraging second-screen engagement.
9. Multi-Screen Communications
- Multi-Screen Storytelling: Form campaigns that extend their message across multiple screens. For example, a television commercial calls out to viewers to open up and use a mobile app to continue the experience or the advertisement via an interface.
- Cross-Screen Retargeting: Use retargeting tactics to show users relevant advertisements on their secondary screens generated using what they do on their primary screens. For example, if a person sits in front of their TV and views an ad featuring a product, you could retarget them with more relevant content or offers on their mobile phone.
10. Real-Time Interactions
- Live Polls and Q&A Sessions: Viewers participate in real-time polls or Q&A sessions through a live event telecast via mobile devices. This keeps the brand more acutely connected with the audience and increases engagement.
- Instant Feedback and Social Engagement: Second screens allow users to gather instant feedback about products or events using social media or an app. This offers the audience a much more interaction—and response-oriented brand experience.
Conclusion
Therefore, second-screen viewing has dramatically altered how viewers consume content, turning the entertainment experience into social, commercial, and informational activity. This change in multi-screen viewership calls for changes from media companies, advertisers, and even technology platforms.
Understanding the practice of using a second screen in 2024 will be key in developing brand marketing strategies for marketers. It forms an integrated commuting method for audiences through entertainment with everyday activities. The future of media consumption is multi-screen and will not go away anytime soon.
A successful second-screen brand marketing strategy would depend on understanding audience behavior, engaging across different platforms, using social media, and providing interactive and rewarding experiences. With all these elements combined, you can make this experience immersive, interesting, and memorable across multiple devices to prove hard for one to forget, thus bringing a strong presence of a brand in the digital world.
