E-Poll Embarks on Sponsored 'Second Screen' Study

Two US industry associations have commissioned entertainment sector specialist E-Poll Market Research to conduct a study to learn more about how and why consumers use 'second screen' devices to view and engage with video content.

Second screen can include synchronized viewing of a live TV program while accessing content on an electronic device, or using a device while watching live programming to comment on or discuss what is being watched. NATPE (the National Association of Television Broadcast Executives) and CEA (the Consumer Electronics Association) claim their study is the first to measure how the use of devices to interact in real-time with TV programming affects both the consumer experience and the creative process of the content.

Phase one comprises an online quant study to be conducted among US TV program viewers who use a second screen device such as tablets, smartphones, laptops, desktops and PCs to get information or content for TV programming, before, during or after viewing. The second phase will consist of qualitative research with TV program producers and 'showrunners', to better understand how second screen affects the way they develop content, how it can be incorporated into their programs, and the advertising opportunities that exist as a result.

CEA President & CEO Gary Shapiro comments: 'Once again, consumer electronics technologies are disrupting the traditional ways consumers view and engage with their favorite television programs. We are excited to partner with NATPE to help our members better understand this phenomenon so they can increase revenues, find new market opportunities and provide innovative solutions to consumers.'

The findings from the study will be condensed into two research reports and presented at next year's International CES and NATPE||Miami conference.

Web sites: www.ce.org , www.natpe.com and www.epollresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.