Single channel engagement ends as second screen use while viewing TV becomes norm

Joseph O'Halloran | 26-10-2012

Second screens are fast becoming a first-hand choice for TV viewers, according to eDigitalResearch and IMRG who say that 80% of smartphone, 81% of tablet and around three-quarters of laptop owners use their devices in front of the TV.

Furthermore, and most encouragingly for business, the latest eCustomerServiceIndex strongly indicates that the majority of ‘second screeners’ use their mobile devices to browse the Internet with retail websites among the most popular sites to visit and browse. Over two-fifths say that they have been encouraged to browse for a product after seeing something on a television programme or advert. Nearly a third of such users have made a purchase afterwards.
So that marketers can take best advantage and as the consumer uptake of mobile devices continues to increase, eDigitalResearch says that it is essential that retailers integrate all of their channels, including their marketing messages, and ensure that customers are getting the same experience no matter how they choose to interact with brands.
“It’s become increasingly evident in recent months that integration of channels is growing ever more important for retailer’s success,” noted Derek Eccleston, Head of Research at eDigitalResearch. “This latest research shows that it’s not only just browsing and buying channels that should be joined up and coherent to customers, but marketing messages as well.”
Andrew McClelland, Managing Director of IMRG, added: “What these results clearly reveal is that the very idea of single channel engagement is now well and truly consigned to the past. It poses a significant challenge to retailers, as it means that channels need to integrate and align in real time to provide a consistent experience. For example, with such a high percentage saying that TV advertising has prompted them to visit a site, the tablet and smartphone offering would need to reference the advert topic and content very consciously at the time the advert is aired or they will appear very disconnected and the opportunity, not to mention the advertising spend, will have been wasted.”