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Abstract

  • The study investigates second screen user behavior in a social television-viewing environment.
  • Two online consumer panels of 1,052 second screeners were sampled.
  • A three-stage research strategy was employed.
  • Identification of five underlying dimensions of second screening: utility, control, interaction, influence, and attention.
  • The dimensions demonstrate functionalities from digital devices like laptops, tablets, and smartphones in relation to television content.
  • Discussions about theoretical and practical implications of second screening are provided.

Introduction

  • Second screening has become increasingly prevalent in a convergent media environment.
  • Defined as using a digital device while watching television to enhance the viewing experience through the Internet, social media, and apps (Zúñiga et al., 2015).
  • Nielsen report (2018): 88% of Americans engage in second screening.
  • Most popular second screen device is smartphones, followed by laptops, desktops, and tablets (Anderson, 2019).
  • Top second screen activities include obtaining show content information, engaging in social media about the show, and searching for products advertised (Ali, 2018).
  • Significant implications for program producers, broadcasters, and advertisers regarding audience engagement and content investment (Fossen & Schweidel, 2019).

Literature Review

Topics Related to Second Screening

  • Previous research has explored:
    • news consumption (Giglietto & Selva, 2014)
    • political communication (Lin & Chiang, 2017)
    • sports events (Pfeffel et al., 2016)
    • social television (Fossen & Schweidel, 2019; Guo, 2018)

Objectives of the Study

  • To analyze second screen viewing patterns and clarify the second screening construct.
  • Development of a measurement scale following Churchill’s (1979) marketing construct approach.
  • Use behaviorist research tradition to tackle measurement issues in this dual viewing pattern.

Conceptualization of Second Screening

Audience Research Traditions

  • Various traditions exist in audience research:
    • Structural Tradition: Media systems and social constructs shape media behavior.
    • Behaviorist Tradition: Focuses on direct media effects and the active audience perspective.
    • Cultural Tradition: Emphasizes individual context and interpretation of media experiences (McQuail, 2006).
Active Audience Perspective
  • Defined as media users who actively select preferred content to meet personal consumption needs (Katz et al., 1974).
  • Second screeners demonstrate increased autonomy and choice freedom compared to traditional television viewers.

Uses and Gratifications Approach

  • Audiences are active participants who select media based on expectations and desires (Rubin, 2009).
  • Key dimensions of audience activity include:
    • Selectivity: Planning media use to match interests.
    • Intentionality: Cognitive processing of information motivated by prior goals.
    • Utility: Self-interest driving the use of media.
    • Resistance to Influence: Active avoidance of certain media effects.
    • Involvement: Depth of engagement with media content (Biocca, 1988).

Characteristics of Online Communication

  • Ruggiero (2000) highlights:
    • Interactivity
    • Demassification
    • Asynchroneity

Model of Social Networking Site Engagement

  • Takahashi (2010) proposed a model that includes:
    • Information-seeking activity
    • Connectivity
    • Bricolage
    • Participation
Second Screening Definition
  • Adapted from Zúñiga et al. (2015): Engaging with digital devices for additional information or discussion while watching TV.
  • Social viewing combines mass and interpersonal communication enhancing user experience (Perloff, 2015).

Methodology

Operationalization of Second Screening

  • Adaptation of Churchill’s (1979) approach:
    1. Specify the construct's domain through literature review.
    2. Generate items via focus groups and literature.
    3. Collect data and purify measures through factor analysis.
    4. Further assess reliability and validity.

Item Generation

  • Four sessions of focus groups (90 minutes each) led to a refined set of 39 items focused on behavioral statements.
  • Pilot test with online consumer panel yielded 209 qualified respondents.
Descriptive Statistics from Pilot Test
  • Device ownership:
    1. Laptops: 75.5%
    2. Smartphones: 66%
    3. Desktops: 61.6%
    4. Tablets: 37.6%
    5. Regular cellular phones: 33.2%
  • Users frequently engage in second screen activities, with 79.9% reading emails, 60.1% visiting social media, and 43.8% browsing related content.

Exploratory Factor Analysis (EFA)

Analysis Process

  • EFA applied to 209 responses to identify dimensions of second screen activities.
  • Items significantly below 3.0 in means were eliminated, resulting in 19 scale items.
  • Five-factor model confirmed as best fit:
    • Comparison with single, two, three, and four-factor models showed improved fit for five-factor.

Founded Dimensions

  1. Utility: Engaging second screens to satisfy curiosity and gather program information.
  2. Control: Viewer autonomy over their television experience, utilizing multiple streaming platforms.
  3. Interaction: Social engagement through platforms like Twitter during viewing.
  4. Influence: Identification and peer interaction via Facebook pertaining to shows.
  5. Attention: Focused viewer engagement behavior during second screen activities.

Confirmatory Factor Analysis (CFA)

  • Conducted on 843 respondents confirming the five-factor model.
  • Assessment of discriminant validity indicated non-significant relationships with unrelated constructs.

Impact of Second Screening on Viewer Behavior

  • Utility and Control: Empower viewers, enriching content access.
  • Interaction and Influence: Transform second screening into a social experience, deepening connections with content and personalities involved.
  • Attention: Manage relationships with external stimuli.

Discussion

  • Second screening significantly enhances viewer engagement and provides opportunities for content creators and advertisers.
  • Understanding second screen behavior crucial for developing effective advertising strategies and enhancing viewer loyalty.

Practical Implications

  • Effective management of second-screen interactions can increase audience engagement and retention.
  • Understanding second screen behaviors aids content creators and marketers in personalizing advertising and extending reach across platforms.

Future Research Directions

  • Additional studies should address the changing landscape and impact of new social media platforms on second screening continuity.
  • Exploratory research on the demographic differences in second screening behavior is warranted.