Rod Perth de Natpe: The Natpe/CEA study reveals second-screen challenges and opportunities for content producers and advertisers

The Consumer Electronics Association (CEA) and Natpe revealed the results of the first part of a joint study that analyzes how and why consumers use a second screen to relate to video content.The results, presented at a roundtable discussion at the 2014 International CES, showed that 79 percent of those polled use a second device while watching television. Almost all of them do it immediately before viewing content, after seeing it, or between episodes/seasons, which offers a great opportunity to boost loyalty and keep viewers engaged when the program is not on the air.Some 42 percent of second-screen users have tried to synchronize their experience of live TV content. According to the study, synchronized content available for television programs does not generate strong positive perceptions. However, 13 percent of respondents said that synchronization made their program-viewing experience “much more enjoyable.””Through NATPE’s partnership with CEA, the findings in this study present new information, challenges and significant opportunities for content producers and advertisers” said NATPE President and CEO Rod Perth.“We know TV viewers are beginning to use the second screen because it has the potential to extend enjoyment of the viewing experience. We believe this research study will illuminate new entertainment possibilities for consumers as well as content creators” he said.