Second screen: A trend in Switzerland too

Almost half (47%) have already called up additional information about a program online while it was being broadcast. 30 percent have already collected additional information on a website specified on TV at the request of the TV station. The possible applications range from obtaining additional information about the current show, to comments and discussions about what has been seen on social networks, to helping to shape a show via surveys or feedback to the broadcaster.

The results presented by Management Tools at the 19th Sport Forum Switzerland on November 14 and 15, 2013 in Lucerne show that the breeding ground for the development of a new trend in information and communication behavior exists in this country. In the USA and Germany, the parallel accompaniment of a TV program is already much more developed than in Switzerland. Given the frequent or regular parallel use of TV and other devices such as smartphones and tablets, the conditions for a more intensive range of second screen services are very favorable. This opens up a new medium for TV broadcasters and advertisers with great potential for differentiation and profiling compared to existing advertising media.

The target group for second screen tends to be young and is growing rapidly; the willingness of non-users to also use second screen is high. The intensity of use is still at a low level and is therefore only just beginning.