The two-pronged research project will measure how consumers and content creators incorporate second screen to interact with media. The findings will be presented in January 2014 at the International CES and NATPE Market & Conference.
NATPE, CEA To Study Second-Screen Use
NATPE and the Consumer Electronics Association have jointly commissioned a two-part research study to learn more about how and why consumers use second-screen devices to engage with video content.
CEA President-CEO Gary Shapiro and NATPE President-CEO Rod Perth announced that the findings will be presented in two co-branded research reports at the 2014 International CES and NATPE Miami in January 2014 with each presentation followed by a panel discussion of senior representatives from the content and consumer electronics industries.
The two groups said the research, to be conducted by third-party market research company E-Poll Market Research, is the first study to measure how the use of companion devices to interact in real time with TV programming affects both the consumer experience and the creative process of the content universe. It is designed to demonstrate the ways in which the content and technology industries can enhance engagement, user experience and revenue in the future.
“This research marks the intersection between the technology being showcased at CES and the content being celebrated at NATPE,” Perth said. “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.”
”Once again, consumer electronics technologies are disrupting the traditional ways consumers view and engage with their favorite television programs,” Shapiro said. “We are excited to partner with NATPE to help our members better understand this phenomenon so they can increase revenues, find new market opportunities and provide innovative solutions to consumers.”
“Second screen” can include synchronized viewing of a live television program on an electronics device while accessing content on a companion device (e.g., tablet, smartphone or laptop) or using a companion device while watching live programming to comment on or discuss what is being watched. Many second screen applications are designed to provide the consumer with another form of interactivity and provide another avenue to sell advertising content.
The first phase of the research is an online quantitative study to be conducted among U.S. TV program viewers who use a second screen device such as tablets, smartphones, laptops, desktop PCs, gaming consoles or other electronics devices to get information or content for TV programming before, during or after viewing. Findings from this research will focus primarily on technology, devices and the user experience and will be distributed and presented at a jointly produced session during CES, Jan. 7-10, 2014.
The second phase will consist of qualitative research with TV program producers and showrunners to better understand how second screen affects the way they develop content, how it can be incorporated into their programs and the advertising opportunities that exist as a result of this evolution. Findings from this research will focus on attitudes toward second-screen content, preferences and satisfaction with offerings and opportunities and will be distributed and presented at a joint session during NATPE||Miami, Jan. 27-29, 2014.