“第二屏”产业爆发在即

BI Intelligence分析认为:电视之外的第二屏产业势必兴起,原因如下:1.第二屏使用激增:智能手机用户39%每天使用,超过60%每周使用;2.第二屏产业火起来只需少数人养成第二屏使用习惯,无需广泛接受,便能从巨额电视广告收入分得一杯羹;3.第二屏并不新鲜:台式机和笔记本时,第二屏使用行为就很普遍;4.第二屏apps和网站是关键,是整合电视媒体和数字王国的桥梁。
【文章说明】这是BI Intelligence的最新报告,报告研究了第二屏apps、社交网络、移动网站将如何最终吸引大批用户,探讨第二屏带来的巨大商机。
【文章全文】
BII REPORT: Here's Why The "Second Screen" Industry Is Set To Explode
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 recent 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.
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.
In full, the special report:
Analyzes who second screen audiences are comprised of
Examines how the second screen offers deeper and wider engagement
Explores the second screen opportunity from the broadcaster angle
Details the opportunity represented by audience analytics and second screen commerce
Looks at a case study of how Twitter powers social TV
Is full of illustrative charts and data
【文章来源】Business Insider
【文章链接】http://www.businessinsider.com/bii-report-heres-why-the-second-screen-industry-is-set-to-explode-2013-3


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