Multi-screen Behaviors: Need for Constant Stimulation Drives Second Device Use While Watching TV

by Diane O’Neill | Oct 08, 2015

Activity and Location Drive Type of Second Device Used  


Boston, MA – October 08, 2015 – TV is changing not dying. But consumption patterns are changing in terms of devices used, sources used and consumer behaviors in front of the TV.  Multi-device behaviors have been increasing over the years due to the accessibility and ease of use of the personal device as well as the extensive amount of content made available on demand on such devices – including both TV/video and social entertainment.

A recent study from the Connected Home UX (CHX) group at Strategy Analytics ( has explored consumer usage of multiple devices when watching TV. The increased size and enhanced quality of screens of smartphones and tablets over the years have encouraged more activity and usage of multiple devices when watching TV. At present, most second device use is unrelated to the content being shown on the TV at that time, as consumers like to be active, rather than passively consuming TV for long periods.

Click here for report: 

Diane O’Neill, Director, User Experience Innovation Practice (UXIP) and report author commented, “The type of content a consumer wants to watch/interact with, also influences second device use. A smartphone provides a convenient way for an individual to stay connected with others while watching TV e.g. through text/calling/email as well as quick access to social media. Tablets have similar use cases to smartphones, providing convenience, portability and a touchscreen, but crucially, a larger screen to allow for easier viewing and social sharing. Longer use and movies are reserved for the big screen of a TV.”

Kevin Nolan, VP, UXIP, added, “Location also plays a role in where personal devices are used by participants, many reaching for smartphones or tablets around the home as they are more portable and offer readily available apps/services such as Netflix, that their TV may not provide.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. 


About Connected Home UX

The Connected Home UX group forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information


Press Contacts

US Contact: Taryn Tulay, +1 617 614 0746,

European Contact: Diane O’Neill, +44(0) 1908 423 669,

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