If someone is wondering how the use of second screens is trending, all they probably need to do is look around their own living room. Gone are the days when the entire family sat around the television set together as if it were some sort of communal hearth. Instead, Americans are increasingly using second screens while they watch TV. A study from Nielsen supports this theory and makes it clear that the proliferation of such screens while viewing television is only continuing to go up.
To highlight Nielsen’s findings, Koeppel Direct has created a visually appealing and easy-to-assimilate infographic. What are the key findings? Some 76% of tablet owners use them while watching TV, while smartphone owners do the same an estimated 63% of the time.
The activities these dual screen users are engaged in include:
• Buying products they see advertised on TV
• Social networking.
• Purchasing coupons/deals related to a TV program.
The implications for advertisers, who are increasingly seeing their direct purchasers execute the sale online, are profound. For that reason, Koeppel Direct is acutely focused on connecting the dots between these screens and consumer behavior and interaction — including purchase behavior — as it relates to them. That is why the agency, which specializes in DRTV and ominchannel media planning and buying, has developed the most in-depth and accurate attribution model in the industry.
Look for future infographics from Koeppel Direct illuminating additional trends amid an ever-changing media landscape that is increasingly driven by consumer choice and control.