Second screeners don’t want to be targeted
More than two thirds of consumers who go online and watch TV simultaneously do not want to receive targeted advertising, according to research agency Deloitte.
Its new report shows 68 per cent of predominantly younger people who use so-called ‘second screens’ while watching TV do not want to receive real-time information from products, advertisers or personalities’ associated with their viewing.
The report, timed to coincide with the annual broadcast trade gathering in Edinburgh this week, found that just under a quarter of people (24 per cent) use second screens.
That number rises for younger people – half of 16-24 year olds use social networking sites such as Facebook, Twitter and instant messaging to discuss TV programmes while watching, according to the report.
However, the appetite for chatting about TV online does not extend into middle-age with 79 per cent of over 55s saying they never do so.
Deloitte says people who do use second screens do not generally want to interact with the programme-makers or channel while watching. Just 40 per cent said they like being able to send comments into programmes.
Investment in engaging consumers on second screens will be a risk for programme-makers, as it will divert marketing spend from the main TV audience, but entrepreneurs are needed to test what works, the research agency concludes.
