Data pick of the day: 72% of teen second screeners like chatting

Second screening viewing has led to various implications for media owners and advertisers. The behaviour, most rampant in the younger audiences, has opened up new opportunities and challengers for different stakeholders.

Data from Global Web Index shows that among older teens, defined as 16-19 year-olds, by some distance, chatting to friends is the most popular reason – giving further insight as to why mobile messaging apps have seen such rapid levels of growth among younger demographics. Teens are also ahead for playing games but lag behind other internet users for reading news stories.

Across both groups, it’s significant that the most common multiscreen behaviours do not relate directly to the television content being watched. Clearly, then, much second-screening activity is rather informal in terms of character.

GWI teen second screeners

Via Digital Market Asia

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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