At least 65% of mobile media users consume media via a second screen (TV, PC, tablet or second phone) while browsing the mobile Web. This figure jumps to 89% when including newspapers, magazines and radio.
This is among the findings in MEF’s report in its Global Consumer Insights Series, focussing on international second screen behaviours and highlighting that the mobile handset complements, rather than replaces, other media channels.
The report, carried out in partnership with On Device Research, analyses data from 10 000 respondents in 13 countries. It examines the ways in which mobile devices are used in tandem with other forms of media, and the opportunities this behavioural trend presents for mobile content and commerce.
In 2013, two thirds (65%) of mobile media users browsed the mobile Internet in tandem with a second screen (TV, PC, tablet or second phone). When traditional media such as newspapers and radio are taken into consideration, the figure rises to nearly nine in ten (89%).
Unsurprisingly, TV is the leading second screen for mobile users globally. In 11 of the 13 markets surveyed it tops the list with 35% watching television while they surf the Web on their phone. TV is especially popular in the US and UK (55%), Mexico and Brazil (42%) and in South Africa (41%).
Perhaps more surprisingly, the second most popular second screen is a second phone, with 23% of consumers using two mobile handsets at once. Growth markets dominate this trend with Indonesians (51%) and Qataris (24%) naming a smartphone as their second screen of choice.
The research suggests that, the more screens in use, the more likely the user is to buy, browse or otherwise engage via the mobile device. 69% of second screeners made a purchase in 2013 versus 65% of the total sample of mobile media users. The likelihood of purchase rises to 79% for those using three screens and 85% for those using five screens.
The choice of a second screen also has a positive impact on mobile content and commerce: 77% of those using a tablet as a second screen made some type of purchase on their mobile versus the second screen average of 69%.
“CBS is thought to have made $10-million to $12-million from second screening around this month’s Super Bowl in the US – just the latest example of how this new consumer behaviour is becoming a real opportunity for businesses,” says Rimma Perelmuter, CEO of MEF.
“Far from replacing traditional media channels, mobile devices are maximising the potential of the media mix as the industry transitions to Mobile 3.0 with a new breed of super apps displacing one off purchases. MEF’s Second Screen Report highlights the behavioural trends to help businesses keen to engage with consumers to identify opportunities and maximise the potential of this exciting platform,” she adds.