Second screen

A second screen involves the use of a computing device (commonly a mobile device, such as a tablet or smartphone) to provide an enhanced viewing experience for content on another device, such as a television. In particular, the term commonly refers to the use of such devices to provide interactive features during broadcast content, such as a television program, especially social media postings on social networking platforms, such as Facebook and Twitter. The use of a second screen supports social television and generates an online conversation around the specific content.

Several studies show a clear tendency of the user to use a device while watching television. They also show a greater frequency of use of tablet or smartphone when watching television, and other studies distinguish a higher percentage of comments or posts on social networks, about the content that's being watched (Nielsen ratings). Other studies show apparently new behaviors on the part of users when consuming content via multiple devices.

Beside the benefit of keeping the audience engaged in multiple ways (polling, chatting, background info about the contents being shown and its participants etc.) and generating revenue via advertising, second screen can also be very effective metering solution to get information about the audience. Being much more far reaching and very inexpensive, second screen may replace people meters in the future.

One trend hampering the growth of second screen is that many shows are creating their own application for the second screen. It is just not practical to expect users to download dozens of applications, and switch between those on each channel change.

Conference and business meetings organizers are now incorporating second screen as well to deepen audience engagement. According to "2014 Trend Tracker", the second screen phenomenon is a significant and growing trend. "Attendees are so glued to their devices, even while watching a live presentation (or at home, on television) that marketers are supplying them with a simultaneous engagement tool they can access on that device," says Robin Stapley, VP-design and creative at GES. Software tools allow conference session presenters to share slides and presentations in real-time, so attendees can follow-on with their device in-hand." Second screen technology at conferences transforms the attendees' personal devices into an integral part of the event experience, and turns conference attendees from passive listeners into active followers who engage with the speaker and other participants.

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Wikipedia