Second-Screen Usage Patterns
Once championed as the disruptor that would change video viewing from a “lean back” experience to a “lean forward” experience, the concept of the interactive second screen has not quite altered the viewer experience as originally thought.
Second-Screen Usage Patterns examines usage and adoption trends of second-screen platforms and usage while viewing primary video content, with particular emphasis on mobile devices (smartphones and tablets). The research analyzes adoption of second-screen platforms and identifies video viewing habits by second-screen users vs. second-screen non-users. It also examines the potential effects that mobile data usage could have on second-screen experiences.
Second-Screen Usage Patterns examines usage and adoption trends of second-screen platforms and usage while viewing primary video content, with particular emphasis on mobile devices (smartphones and tablets). The research analyzes adoption of second-screen platforms and identifies video viewing habits by second-screen users vs. second-screen non-users. It also examines the potential effects that mobile data usage could have on second-screen experiences.
ABOUT THE RESEARCH
PREVIOUS RESEARCH
Entertainment Habits on Connected CE Devices (Q3/15)
360 VIEW: DIGITAL MEDIA & CONNECTED CONSUMERS (Q3/15)
The Cost of Piracy (Q2/15)
Webisodes and Multichannel Networks: Future Content Opportunities (Q2/15)
Consumer Segmentation: Sources and Spending (Q1/15)
Consumer Segmentation: OTT Video Buyers (Q4/14)
KEY FINDINGS
INDUSTRY INSIGHT
RECOMMENDATIONS
ADOPTION OF 2ND SCREEN PLATFORMS:
Smartphone and Tablet Adoption (2009 - 2015)
% of U.S. Broadband Households Owning Smartphones, Tablets, or Both (2011 – 2015)
Smartphone Operating System (2011 - 2015)
Brand of Smartphone Used (2010 - 2015)
Brand of Tablets Used (2011 - 2015)
Computing & Mobile Products Purchased in the Year (2007 - 2014)
Computing & Mobile Devices: Reason to Purchase (2014 vs. 2015)
Mobile Data Plan (2014 - 2015)
% 3G/4G Mobile Data Consumed by Current Data Plan (Q3/15)
% Using Specified Type of Mobile Apps by Pay-TV Subscription (Q3/15)
ADOPTION TRENDS FOR SMARTPHONE FEATURES FROM SERVICE PROVIDERS:
Complementary Pay-TV Features (2013 - 2015)
Adoption of Smartphone/Tablet Apps from Service Provider by Pay-TV Service Provider (Q2/15)
Adoption of a Recommendation Feature by Pay-TV Service Provider (Q2/15)
2ND SCREEN HABITS:
Monthly Engagement in Any 2nd Screen Activity (Q2/15)
Monthly Engagement in Any 2nd Screen Activity by Pay-TV Provider (Q2/15)
Monthly Engagement with 2nd Screen Activities (Q2/15)
2ND SCREEN ENGAGEMENT BY AGE (Q2/15)
Pay-TV & OTT Subscription by Second Screen Use (Q2/15)
2ND SCREEN ENGAGEMENT BY OTT SUBSCRIPTION (Q2/15)
2ND SCREEN ACTIVITY ENGAGEMENT BY VIDEO VIEWING SEGMENT (Q2/15)
Engagement in 2nd Screen Activities by Pay-TV Subscriber Types (Q2/15)
Engagement in 2nd Screen Activities by OTT Subscription (Q2/15)
MOBILE VIDEO VIEWERS & 2ND SCREEN:
Frequency of Video Consumption on Different Platforms by Second Screen Use (Q2/15)
Average Number of Times Watching Video by Smartphone Operating System (Q2/15)
Average # of Hours That Respondents Watch Internet Video on Mobile Phones by 2nd Screen Activities (Q2/15)
Average # of Hours That Respondents Watch Internet Video on Mobile Phones by Frequency of Engaging in 2nd Screen Activities (Q2/15)
APPENDIX: VIDEO VIEWER SEGMENTS:
Parks Associates Video Viewing Segments
Video Viewing Segments (2010 - 2015)
Segment Descriptions
PREVIOUS RESEARCH
Entertainment Habits on Connected CE Devices (Q3/15)
360 VIEW: DIGITAL MEDIA & CONNECTED CONSUMERS (Q3/15)
The Cost of Piracy (Q2/15)
Webisodes and Multichannel Networks: Future Content Opportunities (Q2/15)
Consumer Segmentation: Sources and Spending (Q1/15)
Consumer Segmentation: OTT Video Buyers (Q4/14)
KEY FINDINGS
INDUSTRY INSIGHT
RECOMMENDATIONS
ADOPTION OF 2ND SCREEN PLATFORMS:
Smartphone and Tablet Adoption (2009 - 2015)
% of U.S. Broadband Households Owning Smartphones, Tablets, or Both (2011 – 2015)
Smartphone Operating System (2011 - 2015)
Brand of Smartphone Used (2010 - 2015)
Brand of Tablets Used (2011 - 2015)
Computing & Mobile Products Purchased in the Year (2007 - 2014)
Computing & Mobile Devices: Reason to Purchase (2014 vs. 2015)
Mobile Data Plan (2014 - 2015)
% 3G/4G Mobile Data Consumed by Current Data Plan (Q3/15)
% Using Specified Type of Mobile Apps by Pay-TV Subscription (Q3/15)
ADOPTION TRENDS FOR SMARTPHONE FEATURES FROM SERVICE PROVIDERS:
Complementary Pay-TV Features (2013 - 2015)
Adoption of Smartphone/Tablet Apps from Service Provider by Pay-TV Service Provider (Q2/15)
Adoption of a Recommendation Feature by Pay-TV Service Provider (Q2/15)
2ND SCREEN HABITS:
Monthly Engagement in Any 2nd Screen Activity (Q2/15)
Monthly Engagement in Any 2nd Screen Activity by Pay-TV Provider (Q2/15)
Monthly Engagement with 2nd Screen Activities (Q2/15)
2ND SCREEN ENGAGEMENT BY AGE (Q2/15)
Pay-TV & OTT Subscription by Second Screen Use (Q2/15)
2ND SCREEN ENGAGEMENT BY OTT SUBSCRIPTION (Q2/15)
2ND SCREEN ACTIVITY ENGAGEMENT BY VIDEO VIEWING SEGMENT (Q2/15)
Engagement in 2nd Screen Activities by Pay-TV Subscriber Types (Q2/15)
Engagement in 2nd Screen Activities by OTT Subscription (Q2/15)
MOBILE VIDEO VIEWERS & 2ND SCREEN:
Frequency of Video Consumption on Different Platforms by Second Screen Use (Q2/15)
Average Number of Times Watching Video by Smartphone Operating System (Q2/15)
Average # of Hours That Respondents Watch Internet Video on Mobile Phones by 2nd Screen Activities (Q2/15)
Average # of Hours That Respondents Watch Internet Video on Mobile Phones by Frequency of Engaging in 2nd Screen Activities (Q2/15)
APPENDIX: VIDEO VIEWER SEGMENTS:
Parks Associates Video Viewing Segments
Video Viewing Segments (2010 - 2015)
Segment Descriptions
