- Men with tablets were more likely than women to look for information related to a TV program (39 percent vs. 34 percent)
- Women were more likely than men to search for information related to a TV commercial (24 percent vs. 21 percent)
- Teenagers were much more inclined to visit a social media site while watching TV than baby boomers and seniors (62 percent vs. 33 percent)
- Adults age 25 to 54 seem to be very influenced by advertising; they are 23 percent more likely than the average US Internet user to follow a brand on social media and 29 percent more likely to purchase a product online that was featured on TV
- Supplement the experience without cluttering the main screen
- Facilitate reading details not suitable on the big screen
- Enable text messaging and other types of sharing
- Allow for personalized interfaces
This behavior is what happens, as iMedia’s Dean Donaldson describes, “When you are sitting in front of high value entertainment and something piques your interest when presented imaginatively, the passion spills over into intrigue and sharing.” With a majority of TV viewers holding and using a second device like a smartphone or a tablet to check email or talk on Facebook, that second screen is becoming a habit.
Also, if the communication between the devices is reciprocated, then the “big screen TV” can tell other devices what it’s currently playing and those devices can do useful things with that information. This could be as simple as enabling the user to say something about what they are watching using social media without having to look it up, or more complicated like automatically finding information about a specific program, or related programs.