Due to the omnipresence of mobile devices in modern life, it is no surprise that media consumption has become increasingly multi-layered with many consumers using an additional screen for secondary activities while watching TV. Second screen usage is especially popular among younger generations but older multitasking second screen users are catching up - in 2016, there were 46.7 million adult related-content simultaneous internet and TV users in the United States. This figure is projected to increase to 54.2 million users in 2018. In 2016, an estimated 68 percent of internet users in the United States accessed their the internet via smartphone and TV simultaneously, the most popular second screen usage combination ahead of desktop/TV and tablet/TV usage.
Social second screen usage during events has become a huge marketing opportunity for brands – 40.2 percent of female social media brand followers interacted with brands tweeting while watching cultural events on television. Social media marketing has subsequently become more time-sensitive.
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