philip lelyveld The world of entertainment technology

76% of second-screeners aren’t looking for TV-related content: report

...the study also found that only a quarter (24%) of the time spent multiscreening involves looking at related content, which the report refers to as ‘meshing’.

This obviously means that 76% of simultaneous use is spent looking at unrelated content. So basically people are using their smartphones to look at things that have nothing to do with what’s on TV.

As a result then, the report really underlines what most of us suspected anyway, namely that Google and Twitter stand to be the main beneficiaries of second screening.

Millward Brown’s AdReaction study surveyed, via smartphone or tablet, more than 12,000 16-44 year old multiscreen users across 30 countries. 

See the full story here: https://econsultancy.com/blog/64538-76-of-second-screeners-aren-t-looking-for-tv-related-content-report?utm_source=2nd+Screen+Authority&utm_campaign=c264ee5ef5-my_google_analytics_key&utm_medium=email&utm_term=0_41ed43776d-c264ee5ef5-87094753