TV Viewers Aren’t Thrilled with Second-Screen Synchronized Content, Study Finds | VarietyCall it...

1. utf8_encode(TV Viewers Aren’t Thrilled with SecondScreen Synchronized Content, Study Finds)
TV Viewers Aren’t Thrilled with Second-Screen Synchronized Content, Study Finds | Variety
Call it app-athy: While the majority of TV viewers are sitting on their couch with a mobile device in
hand, most think second-screen content synchronized with a TV show is just... sort of OK.
According to a new survey, just 42% of people who use a smartphone or tablet to access related TV
show content have tried synchronizing the second-screen experience with live TV. And only 13% of
those said it makes their program viewing experience "much more enjoyable." The majority said it
made TV viewing just "somewhat" better -- nice to have, but not a necessity.
The research, released Thursday at the 2014 International CES, was jointly commissioned by the
Consumer Electronics Assn. and National Assn. of Television Program Executives (NATPE).
SEE ALSO: Let the Second-Screen Shakeout Begin
The study's sponsors looked at the silver lining -- concluding that industry players have untapped
potential. More than half of those who access synchronous second-screen content do so during
commercials, according to the survey, which the groups said highlights an opportunity to provide
synchronized content during ad breaks. The use of mobile devices among TV viewers is prevalent:
More than 75 percent of TV viewers use smartphones or tablets while watching television, according
to an Ericsson study released in November 2013.
The CEA/NATPE second-screen study shows that there are "opportunities for consumer technology
device manufacturers to market connected devices and potentially collaborate with content
producers to enhance and improve the second-screen experience," according to CEA president and
CEO Gary Shapiro.
The report recommended that second-screen content be better targeted to specific demos -- like
millennial viewers or parents -- and that it should be device-agnostic. "We know TV viewers are
beginning to use the second screen because it has the potential to extend enjoyment of the viewing
experience," NATPE chief Rod Perth said in a statement. "We believe this research study will
illuminate new entertainment possibilities for consumers as well as content creators."
The online survey of 2,531 U.S. consumers (13 and older) was conducted by E-Poll Market Research

2. between Oct. 18 and 28, 2013. The respondents all reported accessing some kind of second-screen
content, whether that was synchronous with live TV or not.
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