Assessing the impact of second screen MC/168 This document has been prepared for Ofcom Report by Technologia in association with DTG and i2 media research Authors Dr Jeremy Klein, Technologia Dr Jonathan Freeman, i2 media research David Harding, DTG Ali Teffahi, DTG 4 March 2014 This document has been prepared for Ofcom Version 1 Assessing the impact of second screen Contents Executive summary .....................................................................................................................................................................7 1 Introduction .......................................................................................................................................................................17 2 Definitions and scope .........................................................................................................................................................18 2.1 Terminology .......................................................................................................................................................................... 18 2.2 Existing definitions of ‘second screen’ .................................................................................................................................. 18 2.3 The ‘second screen phenomenon’ ........................................................................................................................................ 20 2.4 Key dimensions ..................................................................................................................................................................... 23 2.5 Related trends ....................................................................................................................................................................... 25 3 Typologies of second screen functionalities and apps .........................................................................................................26 3.1 Introduction .......................................................................................................................................................................... 26 3.2 Top-level functionalities ........................................................................................................................................................ 26 3.3 Component functionalities .................................................................................................................................................... 27 3.4 Clustering second screen apps by their component functionalities ...................................................................................... 29 4 The uptake of second screen apps ......................................................................................................................................33 4.1 Methodology ......................................................................................................................................................................... 33 4.2 Downloads by type of app ..................................................................................................................................................... 33 4.3 Demographics and network effects ...................................................................................................................................... 36 4.4 Uptake by operating system .................................................................................................................................................. 37 4.5 A note on data availability ..................................................................................................................................................... 37 5 Human aspects of second screen ........................................................................................................................................38 5.1 Introduction .......................................................................................................................................................................... 38 5.2 Increases in access to connected devices and the tendency to ‘multi-task’ ......................................................................... 38 5.3 Fundamental limitations imposed by human attention ........................................................................................................ 40 6 The equipment of second screen ........................................................................................................................................42 6.1 Overview of equipment requirements .................................................................................................................................. 42 6.2 Connected first screens ......................................................................................................................................................... 43 6.3 Connected second screens .................................................................................................................................................... 44 6.4 WiFi in-home connectivity ..................................................................................................................................................... 46 6.5 Conclusions ........................................................................................................................................................................... 47 7 The technologies of second screen ......................................................................................................................................48 7.1 The data flow model.............................................................................................................................................................. 48 7.2 Introduction to data link 3/3’ technology stacks ................................................................................................................... 50 7.3 Home Network connectivity stacks (Data link 3) ................................................................................................................... 51 7.3.1 Universal Plug and Play (UPnP) .................................................................................................................................... 52 ii © Technologia 2014 Assessing the impact of second screen 7.3.2 Digital Living Network Alliance (DLNA) ........................................................................................................................ 52 7.3.3 DLNA/UPnP Stack Implementation .............................................................................................................................. 52 7.3.4 Manufacturer proprietary methods ............................................................................................................................. 52 7.3.5 Apple AirPlay ................................................................................................................................................................ 54 7.3.6 Emerging Standards ..................................................................................................................................................... 55 7.4 Cloud services network stacks (Data link 3’) ......................................................................................................................... 56 7.5 Content identification and synchronisation (Data link 3/3’) ................................................................................................. 56 7.5.1 Analysis and comparison .............................................................................................................................................. 57 7.6 Platforms for second screen applications ............................................................................................................................. 58 7.7 ‘Worked examples’ of second screen applications ............................................................................................................... 60 7.7.1 Zeebox .......................................................................................................................................................................... 60 7.7.2 Sky+ .............................................................................................................................................................................. 62 7.7.3 Virgin TiVo .................................................................................................................................................................... 62 7.8 Conclusions ........................................................................................................................................................................... 62 8 The commercial picture ......................................................................................................................................................64 8.1 Background – the questions this chapter will address .......................................................................................................... 64 8.2 The battle for eyeballs defines second screen ...................................................................................................................... 64 8.3 Which commercial entities produce what types of application? .........................................................................................