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: “Video game soundtracks have been present throughout my life.” –Male, 32, IN 

Snapchat says that 60% of American youth are users of their platform, and they have some major plans for the future. (Note: Ypulse’s most recent social media tracker actually found that 40% of 13-32-year-olds and 52% of 13-17-year-olds use the app.) Twenty-four-year-old CEO Evan Spiegel believes that teens and Millennials will make Snapchat the future of media, and mobile content will replace traditional TV. (The VergeBloomberg)

A recently discovered Google patent hints that the tech giant could one day create toys that can react to children’s voices, and record what they say. The digital/cuddly playthings could also physically respond to information with head tilts and different expressions. Some are calling the concept “creepy,” but our top toy trends of 2015 included several products that monitor and have conversations with children, including the new Hello Barbie. (Campaign)

The debate around cell phones in classrooms continues, and new research is weighing on the side of teachers and parents who want them banned. A working paper suggests that removing cell phones from schools results in an increase in academic performance, especially amongst the lowest-performing students. New York City Mayor DeBlasio recently lifted the cellphone ban in schools, in part because children were paying local adults to store their phones each day. (NYMag)

We’ve told brands about the importance of marketing on visual platforms, and those who do should take note: filtered photos are significantly more liked than #nofilter shots. A recent study found that filtered photos are 45% more likely to be commented on, and that people prefer high contrast, warm temperature filters. Filter judgment from more serious photographers is also fading as mobile has become the most ubiquitous picture-taking method. (Wired)

The Millennial Trains project is making its third voyage, carrying innovative members of the generation on a rail tour across the U.S. The participants are young entrepreneurs who share their ideas on how to change the world along the ride, which includes meetups, interviews, and other experiences to help them develop their concepts. This group includes a doctoral student studying nutritional programs for obese children, and a postdoc working on a project to keep the elderly more safe. (Fast Company)

We don’t just deliver data. Along with our monthly survey data, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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