Research: Dual screening is commonplace

Smartclip, the multiscreen video and brand advertising platform, has published the findings of its research on Connected TV users that found with every new purchase of a television set the penetration of smart TV devices increases.

Shirlene Chandrapal, Vice President Connected TV and Mobile at smartclip, summarises the findings of the study which provides an in-depth look at user behaviour and preferences on Connected TV, and how it is set to change the television landscape:

“The target groups that are highly sought after by advertisers are the ones making use of all digital end-devices. They use the new opportunities that Connected TV presents across tablet, PC and smartphone screens intuitively and individually, whilst combining them so that each screen’s strength plays to the other. The move towards buying an internet-capable television sets the trend towards second screen usage amongst users who are accessing the internet via smartphone, tablet, PC or notebook whilst also watching TV, competing for the attention of consumers, and drawing them away from linear TV. Once you have got to grips with the extent of the opportunity that Connected TV presents, the possibilities are endless.”

Findings from the research include:
– The simultaneous use of Internet and TV is now an everyday reality:
– Nearly two-thirds of respondents use the Internet frequently whilst watching television.
– 6 per cent of respondents are always online whilst watching television.
– Internet-based use of multiscreen viewing is most important according to the respondents of the study, exceeding TV viewing in terms of the length of time used.
– More than half the respondents (56 per cent) already own the devices necessary to use the internet via a TV screen, whether directly via smart TV devices, or via a Connected TV device such as a Blu-ray player or a gaming console connected to the TV set.
– 70 per cent of users are already using the online capabilities at least occasionally, and the research suggests a strong increase, with 55.1 per cent of respondents planning to purchase Connected TV devices. This figure outstrips the predicted take up of smartphones (50.2 per cent)
– It is now becoming widely acceptable for new content to be targeted to individual sets via Connected TV, at a time when consumers are connected.
– The online content used on the television screen, in addition to YouTube and Facebook, consists for the most part of weather, gaming, music and news apps, which are used by nearly one in three at least once a week, taking time away from traditional TV viewing. The time spent engaging with the television screen appears to be changing, with many more opportunities for interaction.

User interest in the capabilities of Connected TV is extremely high. For the consumer, connected TV signifies above all a greater freedom of choice.
– Non-linear viewing of series and films leads the rankings with interest from 84 per cent of viewers.
– Traditional TV content remains relevant but being able to view the content at a time that suits the viewer is a major advantage of Connected TV.
– Niche interest programmes that are no longer shown on linear TV play an important role in Connected TV for 66.5 per cent of respondents.
– There is also scope for additional genres, in particular games, sports and fitness courses, which proved to be popular amongst respondents.

Connected TV’s USP: Multi-tasking – simple and convenient
– Connected TV is becoming the control centre of the living room. Consumers have more control, deciding when they want to view content delivered to a familiar home environment.
– Consumers use the interface for research, to chat with friends about a series, or to view their photos.

– It is easy to access personal content, call up videos, shop online or chat over Skype. This viewing behaviour is backed up by the study where 69 per cent of the respondents see themselves setting up their own “TV homepage” in the future.

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