Second screening popular in UK

LONDON: Young consumers in the UK are embracing the idea of “social TV”, discussing programmes on the web and via mobile apps, often in real time.

Digital Clarity, the agency, surveyed 1,300 mobile internet users in the country, all of which were under 25 years of age.

Some 80% of the panel utilised handsets to communicate with friends when watching television, according to the results.

More specifically, 72% of interviewees posted comments on the shows currently commanding their attention using Twitter, the microblogging platform.

Facebook recorded the next highest total on the same metric, registering 56%, while mobile applications logged 34%.

Among the audience engaging in this activity, 62% had leveraged all three options to air their views about such material.

The trend towards “second screening” can enhance enjoyment of both channels, rather than encouraging competition between the two mediums.

Elsewhere, 34% of contributors regarded simultaneous media use as “fun”, 32% believed it made broadcast content “more interesting”, and 42% prioritised the “community” aspect of this pastime.

Reality series like the X-Factor, teen-oriented shows including Skins, and soap operas Coronation Street and Eastenders have proved especially popular sources of web buzz.

“Up until 12 months ago, TV was struggling to reach the younger market as more and more channels were becoming available,” said Reggie James, founder of Digital Clarity.

“Social TV has changed this completely by turning programmes into online events where you have to watch them as they happen.”

James added: “The audience have already taken their seats and are ready to join the conversation. “It’s now up to the TV companies to tap into this huge and lucrative market.”

In December 2010, the European Interactive Advertising Association stated 30% of adults in the region frequently go online while watching TV.

This total reached 28% for reading newspapers and 21% for magazines.

Figures fell to 5% when it came to browsing the mobile internet at the same time as consuming broadcast content, but the overall rating 70% of people regularly employ a secondary form of media alongside TV.

Research from consultancy Deloitte published earlier this year, based on a poll of 2,000 Americans, revealed 75% now use different media at the same time.

In all, 42% of participants combined surfing the net with watching TV.

As previously reported by Warc, US broadcasters such as CBS and Viacom are attempting to exploit digital media to drive word of mouth about their shows.

Data sourced from Digital Clarity; additional content by Warc staff, 14 March 2011.

Reprinted with permission from WARC.