Accenture Report: 87% of Consumers Use Second Screen Device While Watching TV

By Adam Flomenbaum 

Accenture last week released a report showing that traditional viewing is experiencing a rapid decline. According to “Digital Video and the Connected Consumer,” viewership of long-form TV and movie content on an actual TV screen has declined by 13% globally over the past year and by 11% in the United States. Even sports viewing – usually unassailable when discussing TV numbers – have experienced a 10% decline globally and 9% in the United States.

“We are seeing a definitive pendulum shift away from traditional TV viewing,” said Gavin Mann, Accenture’s global broadcast industry lead. “TV shows and movies are now a viewing staple on mobile devices of all shapes and sizes, thanks to improved streaming and longer battery life. The second screen viewing experience is where the content creators, broadcasters and programmers will succeed or fail.”

 Below, more key points from the report:

  • 14- to 17-year-olds are abandoning the TV screen at the rate of 33% for movies and television shows and 26% for sporting events.
  • More than a third (37%) of consumers own a combination of smartphones, laptops/desktops, and tablets.
  • Among those who plan to buy a TV, 61% expect to buy a connected TV, and 25% are planning to buy a 4K TV, an increase of 7% over last year.
  • 89% of consumers watch long form video on connected devices, but many report issues with their viewing experience.
  • 87% of consumers use more than one device at a time. Globally, the smartphone is the most frequent companion device scoring 57% overall. This trend is particularly strong for millennials, with 74% of 14- to17-year-olds using a combination of TV/smartphones during viewing. This is not the case in North America, where a laptop/computer was used more frequently for simultaneous viewing (59%t vs. 42% for smartphones).