Multiscreen Divides Viewers' Attention

According to the NPD Group, 88% of U.S. households own at least one device that can be used as a second screen, with 87% of U.S. entertainment consumers reported to be using at least one second-screen device while watching television. These multitasking consumers are splitting their attention between their TV sets and second-screen devices.While multitasking is common, viewers are less willing to use their second-screen devices to interact directly with applications designed specifically for the TV programs they are watching. An NPD report indicates that play-along games, check-in rewards, live voting, and other interactive features are highly effective for the minority of second-screen viewers, but do not resound with most.Among TV viewers who use second-screen devices, only 47% have participated in second-screen activities. The most common TV-to-second-screen interaction was learning more about the TV program they were watching, and finding out about the actors in that program."Viewers are interested in searching to find further information about TV shows they are watching, but they are not using games and other immersive applications created as a component of the programming," said Russ Crupnick, senior vice president of industry analysis at NPD. "This situation creates a potential diversion from advertising, and it will take a combined effort from content owners, advertisers, broadcasters, and others to present an aligned second-screen experience that will appeal to viewers."