CEA and NATPE research reports 79% of users access a second device while watching TV programming

The Consumer Electronics Association (CEA) and National Association of Television Program Executives (NATPE| Content First) released the findings of the first part of a joint research study analyzing how and why consumers use Second Screen devices to engage with video content. The findings revealed significant opportunities to improve synchronized program content offerings among the Second Screen viewing audience. Of the Second Screen users surveyed, 79 percent access a second device while watching TV programming. Nearly all Second Screen viewers access asynchronous program content, either right before watching a show, right after watching, or between episodes/seasons, which offers a strong opportunity for program brands to increase loyalty and keep viewers engaged and watching even when shows are not on the air. Only 42 percent of Second Screen users have tried synchronizing their content experience to live TV. According to the survey, synchronized content available for TV programs does not generate strong positive perceptions – only 13 percent of respondents said it makes their program viewing experience “much more enjoyable.” The majority of users said synchronized content makes their viewing experience “somewhat more enjoyable,” considering it less of a necessity than a “nice to have” for certain types of programs. More than half of those who access synchronous Second Screen content do so during commercials, so there is an opportunity to provide synchronized content that can be easily and quickly accessed during commercial air time. “This important research study underscores the exciting opportunities for consumer technology device manufacturers to market connected devices and potentially collaborate with content producers to enhance and improve the Second Screen experience,” said CEA president and CEO Gary Shapiro. “Through NATPE’s partnership with CEA, the findings in this study present new information, challenges and significant opportunities for content producers and advertisers. We believe this research study will illuminate new entertainment possibilities for consumers as well as content creators,” said NATPE president and CEO Rod Perth.