Think about the last time you watched television. According to a Nielsen study, there’s a good chance you weren’t just watching one screen. Nielsen has discovered that, “eighty-four percent of smartphone and tablet owners say they use their devices as second-screens while watching TV at the same time.”
This is a huge statistic for advertisers. This second-screen trend opens up a whole new world of advertising possibilities. It will come as no shock if commercials start to direct viewers directly to their tablet to purchase or research their product.
Below, is a graph that Nielsen created that shows what people are using their second-screen for. The only category in which the usage of smartphones is greater than the usage of tablets is when it comes to email/texting friends about what they’re seeing on television. This should be looked at very closely by advertisers to realize that tablet users are more likely to dig deeper into a product or service they see on television than smartphone users.
Nielsen’s report also found a rise in “social TV” where roughly one million Americans turn to Twitter to discuss television every day. This plays a huge role in how advertisers get their message out to today’s audiences.
With this knowledge, companies can create their commercials specifically for those utilizing a tablet as a second-screen. These commercials can direct viewers directly to their product or service and receive immediate action by consumers. Advertisers must keep up with the growing digital world and prepare for all of the second-screen viewers.