Social TV conversations are a popular activity with US smartphone owners, according to analysis of a new second screen study by Social TV experts Futurescape.
More than half (54%) take part in Social TV chats with friends about their TV viewing.
US Social TV Participation – by Second Screen Devices
(Source: Interactive Advertising Bureau, USA, 18+, January 2015.)
The findings appear in the latest research from the Interactive Advertising Bureau (IAB), Changing TV Experience: Attitudes and Usage Across Multiple Screens.
The January 2015 study found that 78% of those surveyed simultaneously use another device while watching traditional TV, with smartphones being the predominant second screen. More than two-thirds (69%) of smartphone users regularly conduct activities on their mobile during TV viewing.
This multiscreening behaviour is rising, with 40% of smartphone users saying that they have increased their multiscreening activity over the past year.
For Social TV engagement, communicating with friends about a TV show or movie is the most popular activity for smartphone users, with 54% doing so.
More than a third of PC and tablet owners also take part in Social TV chats: PC owners (38%) and tablet owners (37%).
Also Read: Futurescape’s Strategy Report on Social TV
The top activity for PC and tablet owners is searching for information about a TV show or movie or actor, with 44% of PC owners and 43% of tablet owners doing so.
Even the least popular Social TV activity, reading or posting on related social media pages, still has about one-third or more of all device owners participating: smartphone owners (42%), PC owners (33%) and tablet owners (31%).
With over a billion Facebook, Twitter and mobile messaging users discussing their TV viewing on second screens, Social TV is crucial for ratings success and advertising effectiveness.
Futurescape’s Social TV report is the most comprehensive and authoritative analysis of this complex and vibrant digital sector, consulted by media executives worldwide.
It provides a full strategic context and data to plan Social TV activity, set targets and evaluate results, for broadcasters, producers, advertisers and agencies.