A new report from CivicScience examines the use of second screen, and finds that only 37% of users put their devices away while watching television. However, only 6% of second screen users are actually interacting with show material.
Says Jennifer Sikora, VP of marketing at CivicScience, “Understanding who is distracted, what they are doing when they are distracted, and who is more likely to be engaged with the show even on second screens are all important things to research further. For example, we see that among younger viewers, they are much more likely to be talking about the show on social media while watching. That is valuable information for marketers to know.”
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