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Second-Screen Usage Continues to Trend up Among American Adults

Second-Screen Usage Continues to Trend up Among American Adults

Chances are the last time you turned on your TV, you weren’t just focused on the show you were watching. During commercial breaks and perhaps throughout the program, you were likely shifting your attention between the television and another device.

These days, the use of multiple screens is not out of the ordinary. It’s actually become the norm.

Recent data from eMarketer revealed that the simultaneous viewing of television along with the use of second-screen devices will continue to increase in the US through at least 2019.

The research tracked Americans who were at least 18 years of age and used either a desktop/laptop or mobile device while watching digital video or traditional programming on a TV set at least once a month. eMarketer has tracked this behavior since 2015.

“The upcoming growth in simultaneous device usage will come mostly from smartphones and secondarily from tablets, as both get used more frequently with TVs.”

- eMarketer

Smartphones and TV users have and will continue to experience the biggest growth. By 2019, there will be 187.3 million of these kinds of American media consumers. Meanwhile, tablet and TV users are projected to make up only 66.5 million people next year.

Desktops/laptop and TV users are the only subgroup of multiscreen consumers that is estimated to experience a decrease through 2019. The number of these kinds of users is forecasted to decline by 1.6 percent.

When examining the data across generations, additional research by YuMe and Nielsen discovered that Millennials had the highest rate of consumption of TV with smartphone and desktop/laptop use. However, the study also found that Millennials tended to use tablets while watching TV at a much lower rate than older adults. For reference, YuMe and Nielsen defined Millennials as anyone from the ages of 20 to 36.

A previous study by eMarketer found that most adults aren’t viewing content related to what they’re watching on TV. As detailed by Media Post, only 46.2 million second-screen users browsed the internet for content connected to what they saw on television.

How can advertisers leverage this data to their advantage? One way would be zeroing in on their target audiences based on time. For example, say you’re a company that doesn’t have the budget to run a 30-second Super Bowl commercial, but wants to reach that audience. You can create ads targeting them to appear on social media feeds during the time the big game airs.

With technology continuing to advance and become closely intertwined with day-to-day life, multiscreen usage is here to stay. Advertisers will have to adjust accordingly in order to stay ahead of the fray.

Awlogy has a solution to reaching your customers at the right moment. Contact us today for consultation on creating audience-buying campaigns that complement the television-viewing experience.

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