Millennials Master the Second Screen: More than Three-quarters use Second Screens When Watching Video, According to Consumer Technology Association

ARLINGTON, Va.–(BUSINESS WIRE)–More than three-quarters (88 percent) of millennials engage in second
screen behaviors when watching video content, the highest percentage of
any demographic, according to a new study from the Consumer Technology
Association™ (CTA), formerly the Consumer Electronics Association
(CEA)®. The report, 2015 Video Consumption Trends: Part 1 and Part
, explores consumer video device and content preferences, and
consumption trends.

Second Screen Behavior

While watching video content, half of online Americans use second
screens via another device such as a smartphone or tablet to augment
first screen content to: access information about the content they’re
viewing (50 percent), watch content on other devices during commercials
(48 percent) and follow social media discussions either related or
unrelated to the programming (43 percent). Millennials (ages 18 to 34)
are far more likely to engage in second screen behaviors than adults
35-years and older – 71 percent engage with social media while watching
video content (40 percentage points higher than adults 35 and older),
and 70 percent watch content on another device during commercials (32
points higher than adults 35 and older).

“More than ever before, consumers – especially millennials – are using
non-traditional devices such as computers, tablets and smartphones for
content viewing,” said Steve Koenig, senior director of market research,
Consumer Technology Association. “As technology continues to improve,
consumer behaviors and expectations also evolve – but televisions still
reign as the preferred viewing device in American households today.”

Changing Content Consumption Habits

While television remains the most-preferred device for viewing most
video content, screens on other devices (computers, tablets and
smartphones) are preferred collectively for watching streamed content
(57 percent, 13 points higher than televisions). For most types of video
content, millennials are more likely to watch from non-traditional
devices (42 percent) compared to adults 35 and older (22 percent).

Overwhelmingly, the top reasons consumers purchase televisions rather
than non-traditional content viewing devices are screen-size (80
percent) and picture quality (62 percent), with cost coming in at a
distant third (29 percent).

Cord Cutting

One in 10 consumers (11 percent) reports having cancelled his or her
service provider subscription in the past year, usually citing alternate
options available at a lower cost (27 percent). Additionally, 21 percent
of consumers report they haven’t had a service provider subscription for
more than a year, with many (32 percent) reporting they did not watch
enough TV programming to justify the subscription costs. While
traditional Pay TV providers including cable, satellite and
fiber-to-the-home remain the most-used resources for accessing and
consuming content (61 percent), more consumers are now receiving content
through paid video streaming services (46 percent, a seven percentage
point increase from 2014).

projects revenues will reach $19 billion for all TV sets
and displays in 2016, on par with 2015, as volumes drop one percent to
just under 40 million units. Driven in part by the market introduction
of next-generation technologies, 2016 will be a phenomenal year for 4K
Ultra High-Definition (UHD) TVs with shipments of 4K UHD displays
projected to reach 13 million units (an 83 percent increase), with
revenue expected to top $10 billion.

2015 Video Consumption Trends: Part 1 and 2 was designed and
formulated by CTA
Market Research
, the most comprehensive source of sales data,
forecasts, consumer research and historical trends for the consumer
technology industry. Please cite any information to the Consumer
Technology Association (CTA)TM. The complete report of Part
and Part
is free to CTA member companies at
Non-members can purchase Part
and Part
of the study at

About Consumer Technology Association:

Consumer Technology Association (CTA)TM, formerly Consumer
Electronics Association (CEA)®, is the trade association
representing the $287 billion U.S. consumer technology industry. More
than 2,200 companies – 80 percent are small businesses and startups;
others are among the world’s best known brands – enjoy the benefits of
CTA membership including policy advocacy, market research, technical
education, industry promotion, standards development and the fostering
of business and strategic relationships. CTA also owns and produces CES®
– the world’s gathering place for all who thrive on the business of
consumer technology. Profits from CES are reinvested into CTA’s industry


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Consumer Technology Association (CTA)
Danielle Cassagnol,
Hubbard, 703-907-4326