Two-thirds of mobile users admit to second screening, with consumers more likely to engage the more screens they are using
In 2013 two thirds (65 per cent) of mobile media consumers had used a second screen (TV, PC, tablet or second phone) whilst browsing the mobile web, and 89 per cent admitted to using a second screen when reading newspapers and magazines or listening to the radio.
The On Device Research from MEF, the global community for mobile content and commerce, analysed the data of 10,000 respondents in 13 countries, examining how mobile devices are used in tandem with other forms of media.
“CBS is thought to have made $10-12 million from second screening around this month’s Super Bowl in the US - just the latest example of how this new consumer behaviour is becoming a real opportunity for businesses,” said Rimma Perelmuter, CEO at MEF.
TV is the leading second screen for mobile users globally, according to the results 35 per cent of respondents in 11 of the 13 countries surveyed admitted to watching TV whilst surfing the mobile web. In the US and UK this figure rose to 55 per cent.
The second most popular second screen was an additional phone, with almost a quarter of respondents using two mobile devices at once. Growth markets dominated this trend with Indonesians (51 per cent) and Qataris (24 per cent) naming an additional device as their second screen of choice.
The more screens in use, the more the user is likely to buy, browse or engage, with 69 per cent of second screeners making a purchase in 2013 compared with 65 per cent of the total sample. The likelihood of purchase increases to 79 per cent for those using three screens and goes up even higher to 85 per cent for those using five screens.
Perelmuter added: "Far from replacing traditional media channels, mobile devices are maximising the potential of the media mix as the industry transitions to Mobile 3.0 with a new breed of super apps displacing one off purchases."
The choice of second screen was found to have positive impact on mobile content and commerce, 77 per cent of those using a tablet or second screen purchased something via their mobile versus the second screen average of 69 per cent.