“第二屏”正待开发

【“第二屏”正待开发】边看电视边使用手机或平板电脑是移动时代最后欢迎的休闲活动之一,无论是社交网站还是第二屏app或网站都是将电视节目提升到互动的层次。而BI认为第二屏工业最终将会成功:1、使用量正在快速提升,85%的智能手机用户每月至少有一次第二屏相关的行为,60%每周使用,39%的用户每天使用。其中18到24岁的用户中有80%会在观看电视的时候使用手机;2、第二屏工业没必要被大众都接受,只要有显著影响力的小部分受众有这个习惯就够了;3、第二屏式行为已经有一定的认可度,在笔记本电脑和台式机时代就已比较受欢迎,移动时代会更容易加入;4、app和网站发展迅速,在日益碎片化的电视媒体时代拥有较大的影响力。

BII REPORT: Why The "Second Screen" Industry Is Set To Explode

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Watching television while also using a smartphone or tablet is one of the most popular leisure activities of the mobile era. 
The mobile industry is working hard to create mobile apps and sites that relate to what's on TV, in order to capitalize on this behavior.  
This approach is often referred to as the "second screen," the idea being that the tablet or smartphone becomes a TV companion device, allowing for added levels of interactivity— whether on social networks or dedicated second screen apps and sites that complement on-air content. 
In a new report from BI Intelligence, we examine how second screen apps, social networks, and mobile sites will ultimately succeed in drawing significant audiences, analyze how they will begin to see some advertising dollars, look at who second screen audiences are, explore the second screen opportunity from the broadcaster angle, and detail the opportunity represented by audience analytics and second screen commerce.
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Here's why the second screen industry will ultimately succeed:
Usage is growing rapidly: 85% of smartphone users reported second screen-linked behavior at least once a month, over 60% reported doing it on a weekly basis, and 39% did so daily. Over 80% of 18- to 24-year-olds told Pew they used their phone while watching TV, and 60% of Americans with annual incomes above $50,000 use their phones while watching TV.
And mass acceptance isn't even necessary: All that matters is that a significant minority of viewers develop this habit (especially if they are highly engaged viewers). In the U.S. alone, TV ad spending was $18.4 billion in the third quarter of last year, a $74 billion annual run rate. If mobile can carve out even a small share of that pile of dollars via second screen channels, it would boost the mobile industry tremendously.
Second screen isn't really a new activity: It's a natural update to the old ways of engaging with TV, like the old office water cooler conversations about last night's football game or popular TV drama. Moreover, second screen-type behaviors were already popular on desktops and laptops, before mobile came along and made it a lot easier to participate. 
Second screen apps and sites are bridges: They bring together the powerful but increasingly fragmented world of television media, and the fast-growing but still undeveloped digital realm. For TV-centric advertisers and content producers, second screen provides a channel through which to test out digital strategies while still remaining tied to familiar territory. 

文章作者: Business Insider

文章来源:http://www.businessinsider.com/bii-report-why-the-second-screen-industry-is-set-to-explode-2013-2#ixzz2L4oY164l


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