The Second Screen Phenomenon: Some Facts and Figures Jason Brautigam

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1 : Some Facts and Figures Jason Brautigam

2 The majority of our daily media interactions are now screen based The use of this technology is also becoming increasingly integrated

3 The First and Second Screen Active programme participation, also known as media meshing, or media stacking ; using laptops, tablets & mobile devices with TV. 86% of consumers have used another device to access the internet whilst viewing a television show, compared to just 42% in % of smartphone second-screeners use this device whilst watching TV on a daily basis to discuss programmes online via their mobiles. 95% of the public social conversation around TV happens on Twitter; 60% of users tweet while watching TV, 40% of traffic at peak about TV 60% of TV-related discussion on Facebook happens during the live airing of a programme; 80% is via smartphones and tablets.

4 Simultaneous use of a mobile device while watching TV

5 Age breakdown of Facebook users discussing TV programmes, across the UK, US and Australia, September 2013 January % Women 44% Men

6 The Second Screen and Sport 76% of adults used a second screen whilst watching a live sporting event on television during 2013, versus 62% in Twitter estimated there were more than 490 million tweets relating to sporting events in 2013; figure will exceed one billion in % of all tweets about TV in 2013 centred around sporting events; 12 of the top 20 TV-related discussions were for sporting events. Sports-related second screen App market is forecasted at $746 million for this year, 22% of the overall second screen market. Second screen sports revenues are expected to hit just over $2 billion by 2018, out of an overall second screen App market of $8.9 billion.

7 When the second screen is used during live sporting events

8 The Second Screen and Sport Sporting Triumphs (31%) is the second most popular subject on Twitter after National News (34%); more than World Events (26%). 43% of Twitter users state that they use social media to follow live sporting events; 31% while watching other programmes on TV. 46% use social media to find out latest news about other sporting events that are taking place at the same time. 38% of adults were directed to tune into live sport on TV due to prompts from social media or on-line content. 46% of users believe that sporting news breaks first on Twitter. One in six users have retweeted branded sports-related content.

9 The Second Screen and Sport When big events happen in the real world, they happen on Twitter, and nowhere is that truer than within sport. The platform gives athletes a voice, connecting them directly to fans, sponsors, journalists and broadcasters. Twitter also allows fans to share their experiences. We see fans at games reporting back to those who couldn t attend, interacting with other fans live in-venue, as well as fans at home interacting with other fans all over the world as they watch the action. It s an incredibly valuable way of connecting fans and audiences to the sports they are passionate about. Lewis Wiltshire, Director of Media (formerly Head of Sport), Twitter

10 Facebook saw over 116 million posts and comments relating to the London 2012 Olympic games and athletes, with 12.2 million likes. Twitter had over 150 million tweets about the Olympics over the 16 days of competition at London 2012.

11

12 Social Media and The World Cup Biggest social event in media history; 671,957,433 messages on Twitter over the 32 days and 64 matches of the tournament. More tweets before a single ball was kicked compared to the entire tournament for the World Cup in million people on Facebook made over one billion comments, posts or likes relating to the World Cup. A record 35.6m tweets during the World Cup semi-final between Brazil and Germany; 32.1m tweets during the final. Previous high for a single sporting event was 24.9m tweets for Superbowl 2014 (beating 24.1m for Superbowl 2013). New record of 618,725 tweets per minute during World Cup final; compares to peak of 80k per minute during Olympics 2012.

13 The Second Screen and Mobile Betting Mobile betting is the fastest growing area of the gambling market; global mobile revenues estimated to reach $100 billion by Number of mobile gambling users forecast to increase by 100 million. Betting via mobile devices increased by 150% in the twelve month period from 2012 to 2013 alone. Mobile revenue currently makes up c.15-17% of the total gambling market, but is estimated to increase to 40% by Significant growth driven by football and sports betting, with rapid rise of in-play products, assisted by social media and push technology. Majority of operators now choosing bespoke Apps over mobile sites.

14 The Second Screen: A Powerful New Tool Before any organisation can monetise new users they have to breed engagement in order to activate interest. Every user is different; this needs to be reflected through personalised messaging, using push technology and intuitive marketing. Through mix of messages firms can target the right offer at the right time, when the user is most likely to convert. Mobile devices offer companies a wealth of behavioural data to contextualize their mobile messaging; this includes: IP address, location, language on the device Last login date and time, session length Previous player responses to push messages

15 53% growth in Tablet sales in 2013; 47% growth forecast in % growth in Smartphone sales in 2013 (doubled in previous two years);forecast to increase by 20% this year to 1.2 billion

16 The Second Screen and Mobile Betting William Hill report that they have experienced a 426% increase in revenue from mobile since the start of the football season in Paddy Power reported that 51% of its Sportsbookturnover in 2013 was from mobile, up from 22% in Bet365 have claimed revenues for mobile are up 103% year on year. Betfairannounced that in June this year that their mobile revenues had increased 70% year on year. BetVictorreport 70% of World Cup bets were placed via mobile, while Coral stated 61% of bets were placed via the channel.

17 Changing the way we interact with live sporting events

18 The Second Screen Opportunity The second screen isn t killing traditional TV; it s enhancing it! More information, more statistics, more content, more interaction with other sporting fans and enthusiasts. Sporting fans want to communicate and engage in a dynamic way during live events, to feel involved in real time. Add value through entertaining and inspirational content; enable instant interactions and seamless sharing with social networks. Requires innovation from TV producers, broadcasters & advertisers, to monetise the act of social second-screening during live shows. Alternative content; replays, different camera angles, unseen footage, interviews, latest news, reviews, facts, statistics and trivia.

19 The Second Screen Opportunity Live updates during sporting events Break news first via Twitter and Facebook Share unique content not available elsewhere Build a community with fans and followers Create conversation use of specific hashtags Q&A sessions with sporting stars and participants Add value to fans via prize draws and competitions Integrate within advertising and marketing activity Cross promote with other channels, on and off line

20 The First or Second Screen? 30% of users now use their mobile devices to watch live sport

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