Second-Screeners' Attitudes Toward Synchronized & Asynchronous Content, January 2013 [TABLE]
Some new data has been released on second-screen use during TV viewing, courtesy of the Consumer Electronics Association (CEA) and the National Association of Television Program Executives (NATPE). The results of the survey – fielded among a sample of adults who access second-screen content related to TV programming – suggest that synchronized program content use has plenty of room to grow. Only 4 in 10 respondents reported trying synchronized program content to watch with live TV, and few found that it significantly enhanced their experience.
Specifically, only about 1 in 8 said that synchronized content makes the viewing experience “much more enjoyable.” However, a sizable 62% said that it made their experience “somewhat more enjoyable,” indicating that there is a base to build on.
For the time being, though, the researchers note that synchronized content is primarily used as a “distraction during commercials,” as the majority of those accessing this type of content do so during ad breaks. Read the rest at MarketingCharts.