IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives ·  We like to create unique experiences If a series or a program interests me especially and I want to concentrate on its content, I end either by leaving the mobile in another room or simply by putting it on silence. I know that if it is close to me and if I can hear its alert sounds, Macedonia Email Lists  I will end up reading the messages I receive on WhatsApp, following the emails that come in again and again or searching Google for elements related to what I am seeing. I’ll end up hooked on a second screen and show divided attention. Actually, that is the usual behavior. Second screens have become another part of our content access practices. A recent study pointed out that for most adults it is now impossible to watch TV without having a second screen.

We are not able to detach ourselves from our mobile while we watch TV, whether linear content is content on demand. All this has changed our degrees of attention, our relationship with the broadcasts in front of us and, of course, how we perceive brand messages and how we view advertisements while sitting in front of the TV screen. We have become dependent on the screen for support, but who is to blame for that behavior? TV did not provide the desired experience In a way, the fault has been traditional television. It has not been guilty for those first moments of social networks and mobiles in which we used hashtags to follow the program on Twitter and promoted social consumption, but for something that connects much more with other problems they have right now. Television has seen how users took out the second screen because they could not see how viewers’ habits were changing and how they were beginning to seek other types of experiences.

That is what a research carried out by specialists from Shih Hsin University, in Taiwan, and which has been published in the International Journal of Mobile Communications points out. Televisions were very concerned about issues such as piracy and obsessed with controlling how content was distributed and accessed. For this reason, and despite those pioneers who launched thematic hashtags, it is common for televisions to limit their content and interactions to their official channels. There was what was programmed on television and, in addition, what I could find on the program’s website. For additional information or to do other things This was happening while the internet and social behaviors were exploding, so, as the researchers point out, television was not managing to sufficiently gratify consumers.

Viewers wanted more and, in that search, they ended up using third parties that offered parallel alternatives. They took the mobile into the living room and sat it with them in front of the television because it was not giving the complete experience they were looking for. The second screen did. And since then the habits have changed. Viewing with two screens has become the norm and using a second screen to access related content has established itself as the dominant practice. The truth is that the second screen no longer only completes the first: evolution has led to it being used to do anything else, without having to do with the show that is being watched.

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