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APEX TV Market: Emotional relevance drives second screen usage

Phil Stevenson, senior researcher for UK-based firm Actual Customer Behaviour (ACB) presented his firm’s findings on how media is consumed in the converged home.

ACB installed cameras in participants’ homes and recorded them over a six week period. Video on Demand is driven by complementary and non-complementary second screen use. The research came from 2012, and Stevenson was keen to explain that both usage and technology has moved on since then.

He showed a family watching the Olympics on the main TV screen in their home, and placating their 18 month old with a children’s show on a tablet device. Today the child is four years old and extremely comfortable with second screens, and actually dominates the main family TV with her programme choices.

His presentation also showed a woman using Facebook to update her status with her feelings about a talent show winner. The key driver, however, for second screen adoption was the Olympics.

Stevenson said, “Local and emotional content on the second screen drives cross platform use. Super relevance is the main driver. The emotion of the Olympics meant viewers were absorbed into other content and sought to relive experiences and avoid missing content across a range of devices. The Olympics hooked them more than they had anticipated. The desire to relive the moments was stronger than the live coverage.”

He added that for airlines, knowing the options of content available would increase social viewing.

“Viewers want to search for highly emotional content,” he said. “At the point of purchase and then onwards give your passengers the opportunity to see what content is available, and start the airline passenger experience at the earliest possible moment.”

Liz Moscrop, Inflight / Inflight-Online.com

Dublin

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