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: “I love the Amazon app because I can look up products that I want to buy and store them very easily. I also can scan barcodes while I'm in the store to check for the best price and if I want it, I can click one button to purchase it online instead of paying more for it in a store.” – Female, 29, FL

Millennials might be taking over the office, but their ink is still not totally welcome. According to Pew Research, 40% of Millennials have at least one tattoo, and 70% of the tattooed members of the generation say they hide them from their boss. A recent university survey found that 86% of students with visible tattoos believe they will have a harder time finding a job after graduation. This modern workplace woe could be one of the reasons behind the 46% increase in tattoo removal among young consumers in the last few years. (Time)

Just last month, a report that Walmart “indexes higher” amongst Millennials than with their parents caused some surprise—but now there’s another report here to tell you that Millennials might shop at Walmart, but they don’t LOVE Walmart. The retailer’s score in a metric of customer loyalty and satisfaction among younger shoppers is actually below average, and competitor Target outpaced them in 24 out of 25 scored categories. Amazon’s overall score was over 40% higher than Walmart’s. (Forbes)

The swift redefinition of fame includes a slew of YouTube creatives who have struck gold on the platform, and made millions with their vlogging careers. YouTube’s 5 biggest stars “have more subscribers than the population of Mexico” and some are “making as much money as Hollywood’s biggest stars." So how did they do it? Many were discovered by bigger brands and got some serious corporate backing to help their rise to the top. (Washington Post)

Young consumers have been credited with fueling a gig and sharing economy “revolution”—but proof of it is a little trickier to find. The number of self-employed Americans has actually declined in the past ten years, and the number of those who hold multiple jobs is also on the decline. “Hard evidence” for the impact of the gig economy isn’t clear, but there is also not much research looking specifically at Millennials’ participation. (WSJ)

We’ve seen several startup brands earn Millennials’ attention with video campaigns that have gone viral. (Dollar Shave Club anyone?) E-commerce site Chubbies is hoping for a viral hit of their own to build their young male audience, and the brand is finding their quirky videos are getting more engagement on Facebook than YouTube. One video posted last month has earned 900,000 views, 3,600 likes and nearly 1,000 shares on the platform. (Adweek)

Quote of the Day: “My favorite app is Airbnb because I like to travel on a budget.” –Female, 22, NY

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