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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The Newsfeed

Quote of the Day: “I don't drink on a typical night, but my choice when I do have a drink is often red wine.”

—Female, 34, FL

13 Reasons Why, the Netflix series about a teen girl’s suicide, has some mental health professionals worried. While some applaud the show for increasing awareness about teen suicide, others fear the series could act as suicide contagion, increasing the risk of an individual engaging in copycat behavior. School districts across the U.S. are sending letters to parents to discuss the show and red flags to watch for in teens’ behavior, while counsellors are having conversations with students and patients. The National Association of School Psychologists has recommended that at-risk youth shouldn’t watch the series, and cautions adults to help teens differentiate “between a TV drama and real life.” (CNN)

U.K. Millennials consider themselves ‘grown up’ at age 27, according to a recent survey by Nationwide Current Accounts. With shifting paradigms surrounding adulthood, Millennials are defining maturity differently, and over half surveyed feel like entrance to adulthood depends on particular milestones rather than age. One in five believe they’re mature when they have children and another one in five when they move out of their parent’s home. Interestingly, Ypulse’s Adulting trend found that paying their own bills is the top sign of adulthood for Millennials in the U.S. (Telegraph)

Millennial shoppers are re-defining retail by purchasing on mobile, returning at higher rates, and ‘showrooming’—selecting clothes in-store then purchasing online—as a part of their “normal” purchasing process.  According to Criteo, as more clothing is purchased online, retailers can expect larger cart sizes at checkout, and return rates as high as 30-50%—which could create an opportunity to get young shoppers back into stores. Successful retailers are ““moving seamlessly between” online and off by covering return shipping costs or allowing in-store returns, innovating their online experiences, and keeping a high volume of product available in both spaces. (MediaPost)

Mexican wine country is becoming a top travel destination for Millennials. Cheaper, artsier, and arguably more authentic than Napa or Sonoma, Valle de Guadelupe is quickly accruing acclaim with twenty and thirtysomethings, who Ypulse has found love their wine. The small strip of vineyards and restaurants is shifting to suit their needs with food trucks, modern art, and even Uber for wine tours, when just a decade ago, the area didn’t even have the necessary roads to facilitate tourism. One winery owner observes, “What used to happen in this part of the world was that no one had anything to do and now everyone has appointments every hour.” (NYTimes)

The restaurant industry currently employs one third of all working teenagers, thanks to a recent uptick in teen employment. According to the Bureau of Labor Statistics, teens made up 35% of all restaurant workers in 2016, the highest percentage since 2009. Teen participation in the restaurant industry was above 50% until the Great Recession when it started a steep downward trend, causing staffing challenges across the industry. But it’s too early to know if the recent boost in employment signals a new trend or is just “a temporary blip.” (National Restaurant Association)

Quote of the Day: “If a brand is going to interact with a 'fandom' of any sort, they’d better either A) Know what they're talking about and have someone lead the interactions who is a fan as well, or B) Be honest in a funny way…”

—Female, 21, Virginia

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