Studying the Second Screen
By | October 16, 2013
Just what’s going on with the second screen? A few years ago, dozens of second screen companies emerged, but none have really dominated the space. More insight is on the way, looking at both the devices and content. CEA is linking up with NATPE to launch a first-of-its-kind research project on how consumers and content creators incorporate the second screen to interact with media.
The findings of the study, which will be conducted by third-party firm E-Poll Market Research, will be presented in January at CES in Vegas and as the NATPE Market & Conference in Miami. Phase 1 of the project is an online quantitative study of US TV program viewers who use second screen devices, such as tablets, smartphones, laptops, gaming consoles, etc., to get info or content for TV programming.
Phase 2 will feature qualitative research from TV program producers and showrunners to better understand how they develop second screen content.
“This research marks the intersection between the technology being showcased at CES and the content being celebrated at NATPE,” NATPE pres/CEO Rod Perth said in announcing the partnership. “It’s a great opportunity for both the technology and creative communities to gain valuable insight about the changes in the media landscape and harness the potential of Second Screen from both sides of the equation. It also marks the beginning of a mutually beneficial relationship between NATPE and CEA.”