A Second Screen involves the use of a mobile computing device, typically a smartphone or tablet, to provide an advanced viewing experience on another device, such as television.
Typically, second screens are used to access interactive features while consuming broadcasting content, such as a television program. Most people use second screens to either collect additional information about the viewed content or to interact with others,watching the some content, through social media platforms. The use of second screens belongs to the field of Social TV.
The use of seconds screens has become a widespread phenomenon. Several studies show, that 85% of tablet and smartphone owners use their device while watching TV at least once a month with 40% of them doing it daily.
Main marketing use of the second screen phenomenon are:
- linking and enhancing TV commercials with online content and experience
- use of second screen synchronized applications
- use of twitter and hashtags during a program