Second-Screen Usage Patterns
Published By : Parks Associates Published Date : 2015-12-29 Category : Technology Media & Telecommunications Sub Category : Digital Broadcasting No. of Pages : 64

Once championed as the disruptor that would change video viewing from a “lean back” experience to a “lean forward” experience, the concept of the interactive second screen has not quite altered the viewer experience as originally thought.

Second-Screen Usage Patterns examines usage and adoption trends of second-screen platforms and usage while viewing primary video content, with particular emphasis on mobile devices (smartphones and tablets).

The research analyzes adoption of second-screen platforms and identifies video viewing habits by second-screen users vs. second-screen non-users. It also examines the potential effects that mobile data usage could have on second-screen experiences.

This study is available in a powerpoint format with 64 slides.


About the Research

Previous Research

  • Entertainment Habits on Connected CE Devices (Q3/15)
  • 360 View: Digital Media & Connected Consumers (Q3/15)
  • The Cost of Piracy (Q2/15)
  • Webisodes and Multichannel Networks: Future Content Opportunities (Q2/15)
  • Consumer Segmentation: Sources and Spending (Q1/15)
  • Consumer Segmentation: OTT Video Buyers (Q4/14)

Key Findings

Industry Insight


Adoption of 2nd Screen Platforms:

  • Smartphone and Tablet Adoption (2009 - 2015)
  • % of U.S. Broadband Households Owning Smartphones, Tablets, or Both (2011 - 2015)
  • Smartphone Operating System (2011 - 2015)
  • Brand of Smartphone Used (2010 - 2015)
  • Brand of Tablets Used (2011 - 2015)
  • Computing & Mobile Products Purchased in the Year (2007 - 2014)
  • Computing & Mobile Devices: Reason to Purchase (2014 vs. 2015)
  • Mobile Data Plan (2014 - 2015)
  • % 3G/4G Mobile Data Consumed by Current Data Plan (Q3/15)
  • % Using Specified Type of Mobile Apps by Pay-TV Subscription (Q3/15)

Adoption Trends for Smartphone Features from Service Providers:

  • Complementary Pay-TV Features (2013 - 2015)
  • Adoption of Smartphone/Tablet Apps from Service Provider by Pay-TV Service Provider (Q2/15)
  • Adoption of a Recommendation Feature by Pay-TV Service Provider (Q2/15)

2nd Screen Habits:

  • Monthly Engagement in Any 2nd Screen Activity (Q2/15)
  • Monthly Engagement in Any 2nd Screen Activity by Pay-TV Provider (Q2/15)
  • Monthly Engagement with 2nd Screen Activities (Q2/15)
  • 2nd Screen Engagement by Age (Q2/15)
  • Pay-TV & OTT Subscription by Second Screen Use (Q2/15)
  • 2nd Screen Engagement by OTT Subscription (Q2/15)
  • 2nd Screen Activity Engagement by Video Viewing Segment (Q2/15)
  • Engagement in 2nd Screen Activities by Pay-TV Subscriber Types (Q2/15)
  • Engagement in 2nd Screen Activities by OTT Subscription (Q2/15)

Mobile Video Viewers & 2nd Screen:

  • Frequency of Video Consumption on Different Platforms by Second Screen Use (Q2/15)
  • Average Number of Times Watching Video by Smartphone Operating System (Q2/15)
  • Average # of Hours That Respondents Watch Internet Video on Mobile Phones by 2nd Screen Activities (Q2/15)
  • Average # of Hours That Respondents Watch Internet Video on Mobile Phones by Frequency of Engaging in 2nd Screen Activities (Q2/15)

Appendix: Video Viewer Segments:

  • Parks Associates Video Viewing Segments
  • Video Viewing Segments (2010 - 2015)
  • Segment Descriptions
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