The effects of second-screen viewing and the goal congruency of supplementary content on user perceptions

Abstract

Users’ desire to view additional content while watching TV has increased significantly in recent years. This study investigates the optimal way to show supplementary content and evaluates the types of additional information that should be provided. We conduct two 2 (single screen vs. second screen) × 2 (providing additional content with congruent goals vs. incongruent goals) between-subjects design experiments, one with news information (utilitarian content) and the other with soft drama programming (hedonic content). The results showed that viewing supplemental content with related information on a different screen strengthens user perceptions of both news and drama. However, the interaction effect of second-screen viewing and the goals of additional content differed across the main types of TV content. The results of this study are relevant to both scholars and practitioners who seek ways to enhance the effectiveness of second-screen usage.