Data pick of the day: Tablet fastest growing second screen

Second screen — for some, the reference is to the use of a device – mobile, tablet or smartphone – for an enhanced viewing experience for content on another device, such as a television.

The trend has led to various changes in the media consumption habits of consumers and gave birth to various terms including content grazing amongst others. A Global Web Index study shows that overall, an impressive 85 per cent of internet users say that they have multi-screened while watching television – something which shows just how established this behaviour has become.

Amongst the second devices, at present mobile takes the lion’s share being used by more than 50 per cent of the online population. Meanwhile, about a quarter are tablet second-screeners. However, it’s this device that has seen the fastest increase over the last two years – jumping from 10 per cent in Q4 2011 to 24 per cent at the end of 2013.

Via Digital Market Asia

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Lars M. B. Anthonisen is Regional Business Lead, Southeast Asia Strategic Accounts at Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, Marketing Director at Adform and Digital Manager at Universal McCann Worldwide.

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