Second screens changing TV engagement | Second Screen | News | Rapid TV News
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The advance of second screens such as large smartphones and tablets is changing the way audiences engage with and respond to advertising, says data from GfK's connected consumer research.

Released just as Apple unveiled the iPhone 6, an event that the company's analysts say will drive mobile video even further, the report found that almost two-thirds (64%) of people have used a second-screen device when watching TV and a quarter of TV viewers want to buy products advertised on their first screen via a synchronised app on a second screen. This rise to 39% is 12 percentage points higher than a year ago.

Of these second-screeners, almost two-fifths would like TV ads to be targeted to them, and nearly a quarter (24%) would like to be able to buy products they see advertised at the same time from another such as a smartphone or tablet. These figures are even higher for subscribers of SVOD services such as Netflix and Amazon Instant (41%) and 16-24-year-olds (40%).

When asked what device accompanies them when watching TV, most common is a laptop/netbook used by 61%, up from 43% in 2013; followed by a smartphone, 56%, up from 40% in 2013; then tablets, 31%, up from 16% a year ago.

Commenting on viewers' relationship with the second screen, and how might it change viewing and advertising, Christine Connor, GfK research director, brand and customer experience, said: "What's fascinating from this research is the sheer pace and depth of change we're seeing in TV consumption patterns over only 12 months. Second-screening continues to grow, as does the use of catch-up services which the majority of viewers now use. Appetite for targeted advertising and for ads to synchronise across all devices being used is growing and this looks set to have a major impact on the way people respond to ads, and the way advertisers and brands use TV to communicate their messages."

GfK also found that catch-up services were an accepted part of viewing life. As many as 86% of the survey agreed that it "matters little or not at all if I miss a programme that I want to watch" with almost three-fifths (58%) wanting to watch time-shifted programmes they have recorded on their television set, 18% watch them on a PC and 8% on tablet. For the likes of the BBC iPlayer and Channel 4's 4oD, the survey found that 46% watched such services on a TV, 40% on a PC and 16% on a tablet.