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 am planning to give an iPhone 6s as a gift for this Valentine’s Day.”

—Male, 31, NY

Almost 2/3 of Millennials block ads online, according to one report, and MediaPost recently spoke to young media consumers to find out why. One 19-year-old wishes for digital ads “that [are] barely noticeable,” and suggests to marketers to “stop any ads that hinder the speed and ease of your browsing.” Another 25-year-old tries to support web sites whose livelihood depends on ad revenue by being “more cognizant of which sites are showing me ads to be obtrusive versus showing me ads to support a valuable, but free, service.” (MediaPost)

2016 started strong for Millennials. The Bureau of Labor Statistics reports that in January, the unemployment rate fell to an eight-year low (4.9%), and it was the second best job growth month ever for 25-34-year-olds, with 429,000 jobs added for this group between December 2015 and January 2016. That’s the highest employment growth since January 2000, when the tech bubble was at its peak and 1.166 million jobs were added. This is a positive sign for the generation, who has been severely impacted by the financial crisis.
(Business Insider

Love is in the air and Millennials are pulling out their wallets. A recent study on finance and relationships revealed that 18-34-year-olds are planning to spend an average $290 on Valentine’s Day activities—almost $100 more than older respondents. Millennial men are planning to spend the most, an average of $371. Ypulse’s Valentine’s Day survey found that the 71% of males 13-33-years-old are buying gifts for significant others/spouses, and mom is second on their list. (NerdWallet

Playboy has put some clothes on to attract Millennials. The brand’s makeover includes more tasteful photos and short-form articles, changes meant to improve sales after years of losing “cultural cachet.” Though the internet, and the wide availability of nudity it offers, certainly hurt Playboy’s bottom line, it also may have inspired their demure new approach. A 2014 redesign to make their website “more PG-13” led to a 258% increase in traffic, and lowered readers’ average age from 47 to 30. With most web traffic stemming from Facebook, Twitter, and Instagram, it also makes sense to “play by those networks’ rules”—which means no nudity allowed. (New York Post

Taco Bell’s $5 million secret is out after their big reveal duringthis Sunday’s Super Bowl introduced the world to the quesalupa, “a crunchy quesadilla folded and filled with taco ingredients.” Sound like something you’d want to order? If the answer’s no, it might be because they didn’t make it for you—they’re targeting the next generation. According to the head of the brand’s Insights Lab: “We study gen Z not just because we want to target them, but because we want to get ahead in culture and we want to predict what's going to happen. And also because youth is what our brand DNA is about." (Eater

Quote of the Day: “The issue I am most passionate about is LGBTQ, because in the words of Dr. Seuss ‘A person is a person, no matter how small.’” –Female, 18, KY

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