YAB Member Reports: Engaging with the Second Screen

Multi-tasking has taken over entertainment, and there is no turning back. We know that young viewers are more likely than not engaging with multiple screens simultaneously when relaxing– even while watching their favorite shows. This new form of engagement has turned Millennials into active participants when it comes to media engagement, instead of passive ones. Because of this, the second screen (or third, or fourth) can prove to be an opportunity for brands that take advantage of the multi-tasking viewer mindset by making multi-platform entertainment even more engaging than a single screen experience. Still, many questions remain– will young viewers willingly participate in the viewing apps, fan chats and enhanced content being made available to them? Also, how are young consumers actually engaging with the second screen entertainment flooding the market? Our 24-year-old YAB member Danielle gives us a glimpse at how second screen engagement is changing the way she watches and talks about TV. 

 

No remote? No problem.

With the help of our smartphones, laptops, and tablets, TV viewership has completely transformed. Now, we not only stream our favorite shows on-the-go from these devices, but we can also obtain instant feedback from people anywhere in the world who share similar taste in television. This second (or third, or fourth) screen has allowed us to engage instantaneously with friends, television networks, and social communities who share our television program preferences. 

Whether it’s a reality show, the Oscars, the Super Bowl, a POTUS press conference, or the season finale of Pretty Little Liars (which recently just became the first series in TV history to accumulate over 1 million total airtime tweets, according to the New York Post), the addition of multiple screens…

 
 
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Millennial News Feed

Quote of the Day: “When you unplug you notice things around you a lot more. You pay more attention to the details of your everyday life. You get homework done more quickly. You spend more time with people face to face. You're more likely to go outside and relax. You are less stressed from thinking about everything you have to keep up with online.” -Female, 20, NY

We know that Millennials aren’t turning to traditional sources for news: According to Ypulse’s research, most use social media as their top source, and news websites rank above television. Now Millennial media hub BuzzFeed is creating a new app dedicated to delivering serious news stories to its readers, and hiring a team of journalists to work “round the clock.” The app will be a continuation of the site’s efforts to be a credible journalistic source. (AdAge)

The amount that young consumers are spending on vices like alcohol and junk food depends on where they live. 18-35-year olds in the south spend the most on fast food, with more than 40% saying they go to a drive-through at least twice a week, and the least on coffee compared to the rest of the country. Meanwhile, Millennials in Massachusetts are the most likely to be buying booze, followed up by Colorado and New York. (USA

Millennials are changing the way money is managed, and a slew of startups are rushing to cater to their needs and make budgeting, saving, and investing a turnkey, digital part of their lives. The generation controls roughly $2 trillion in liquid assets and will control $7 trillion by the end of the decade. Though college debt will be a “drag” on their net worth, they’re a group of young savers and over the coming years a “torrent of well-educated Millennials” will be “flooding the ‘mass affluent’ market." (Forbes)

Right now, 67% of Millennials do not feel that any show on TV or online accurately represents them. Can that change? Resident Advisors, a new show produced by Elizabeth Banks, will make an attempt by showing a slice of college life. It’s described as a “workplace comedy set is a college dorm,” will feature an ensemble cast, and could have a digital distributor. (Stream Daily)

Apparently there is a hot new trend online. Some teens are lighting themselves on fire (?!) and posting videos of the stunts to Vine and YouTube with the hashtag #FireChallenge. Some attempting the trend have suffered serious burns, and one video called “Fire Challenge Gone Wrong” was followed up by a “cautionary Vine” in which the teen shows the bandages he is now sporting as a result of his injuries. (Daily Dot)

Exactly how much are Millennials spending every day…and what are they buying? Our tracked data trends have all the stats on that, thanks to our bi-weekly survey of 1000 14-32-year-old Millennials nationwide. Our Silver and Gold subscribers get access to regularly updated charts following average daily spend and items purchased, with spending broken out by age and gender. We do the heavy data lifting for you, and we’re constantly adding new data to our trends. (Ypulse)

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