A groundbreaking study eye-tracks second screen viewing patterns.’
Second screens are radically changing the television viewing experience. But just exactly where is your eye spending its time between the two screens?
Although the television screen delivering program content was the primary focus, second screens received 30% of total visual attention.
The uninterrupted viewing of points within a single screen was defined as “gaze time.” This indicates a focus of visual attention on a particular screen.
In those instances when viewers were stimulated by the television screen to interact with a second screen app—or presented with an advertising component—second screens garnered even more attention.This news is advantageous to content developers wanting to maximize attention during “push” content prompting or during advertising components. As they know the focus of attention is likely to shift during these events, second screen content can be timed to take advantage of the additional focus.
Even though the television gets the majority of TOTAL time being watched, the average duration of a gaze on the television screen is significantly decreased by the introduction of a second screen.
The type of content shown did not affect gaze patterns in any significant regard. Eye-tracking revealed that, regardless of content, visual attention to the second screen remained consistent across differing content.