5 things we now know about smartphones and the ‘second screen’

The smartphone has changed the way we do a lot of things, from consuming online content to communicating and taking photos on the fly. It’s important to note however that it has changed all of those things but has obliterated far fewer technologies than we once thought it would.

Perhaps the most visible of the technologies it’s failed to transplant is the TV. The truth is we still love watching TV, especially if we have our smartphones next to us. That’s why so many TV outlets are investing big in making sure that they have a huge presence on social.

In fact, a new report from MEF, the global community for mobile content and commerce, suggests that TV is the favoured second screen for the majority of people.

It’s not however the only one. The study found that nearly two-thirds of mobile media users access their phones in tandem with another media channel. When the sample includes newspapers and radio, the figure is nine in ten.

Those figures do depend on the market though. In Indonesia for instance the top complementary channel is a second phone with 51% of people in that country using two mobile handsets at once.

In order to give you a better understanding of where the second screen phenomenon currently is, we’ve gathered together some of the report’s most important findings.

1. 89% of mobile media users have other media to hand when browsing the mobile web

Of those, 65% are use another screen at the same time.

2. TV is the most important second screen

Except in Mexico, Qatar and Indonesia.

3. Second screen usage spikes at lunchtime and evening — whatever the media

It makes sense. Those are the times when we’re least likely to be focused on the kind of specific task that requires staring at single screen for long periods of time.

4. We don’t really use tablets as a second screen (but we buy more when we do)

This finding actually resonates with a recent Re/code article suggesting that our love affair with the tablet is over. It’s interesting to note though that mobile media users who choose a tablet as their primary second screen do more mobile shopping or ad-related activity than those who choose TV or another mobile.

5. Super consumers are way more likely to buy stuff online

MEF defines “super consumers” as people with access to five screens at once. This group, it seems, is a lot more likely to buy stuff online across every form of online good. Then again, if you can afford access to five screens at once, you can probably afford to spend a little online.

The report, carried out in partnership with On Device Research, analyses data from 10 000 respondents in 13 countries.