{"title":"The effect of second screening on repeat viewing: Insights from large-scale mobile diary data","authors":"Sarah Gelper, Mitchell J. Lovett, Renana Peres","doi":"10.1007/s11747-024-01048-3","DOIUrl":null,"url":null,"abstract":"<p>This paper examines the effect of second screening, the common practice of using another digital device while watching a television show, on repeat show viewing. We leveraged large-scale individual-level data from mobile diaries of 1,702 US TV viewers on 2,755 prime time shows. We used causal forest analysis for estimation, focusing on the moderating role of viewing preferences and show loyalty, and captured heterogeneity in viewer preferences using latent-class segmentation. We found that overall, show-related second screening has a positive effect on the <i>attitude toward the show</i>, as well as on <i>actual repeat viewing.</i> Show-unrelated second screening diminishes the viewer’s attitude. These effects are especially pronounced in the heavy viewer segment and among infrequent show viewers. Interestingly, our analysis did not provide evidence that second screening harms actual repeat viewing, countering potential concerns of negative distraction effects.</p>","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"12 1","pages":""},"PeriodicalIF":9.5000,"publicationDate":"2024-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of the Academy of Marketing Science","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1007/s11747-024-01048-3","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This paper examines the effect of second screening, the common practice of using another digital device while watching a television show, on repeat show viewing. We leveraged large-scale individual-level data from mobile diaries of 1,702 US TV viewers on 2,755 prime time shows. We used causal forest analysis for estimation, focusing on the moderating role of viewing preferences and show loyalty, and captured heterogeneity in viewer preferences using latent-class segmentation. We found that overall, show-related second screening has a positive effect on the attitude toward the show, as well as on actual repeat viewing. Show-unrelated second screening diminishes the viewer’s attitude. These effects are especially pronounced in the heavy viewer segment and among infrequent show viewers. Interestingly, our analysis did not provide evidence that second screening harms actual repeat viewing, countering potential concerns of negative distraction effects.
期刊介绍：
JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles.
When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.
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