Do Multiscreen Experiences Fragment Attention, or Focus It?
Submitted by Rebecca Lieb on Fri, 2012-10-12 10:17
When was the last time you watched television without simultaneously interacting with a second, third, or fourth screen? A smartphone, tablet, or Xbox? Without tweeting, IMing, or posting to Facebook?
A plethora of devices, as well as social media are changing the way we watch, particularly when viewing is tied to an event – last night’s vice presidential debates, for example. Viewing is likely more often than not a multiscreen experience: there’s the televisions (or a live video screen), as well as additional screens (tablet, phone) and activity (reading, tweeting, commenting).
Do all these screens, and all this activity, fragment attention? Sure. But there are growing indications that multiscreen experiences fragment attention within the context of the debate or program in question. Early research indicates this multiscreen experience is additive rather than reductive (as a digital video executive put it to me yesterday). More screens and more channels intensify rather than diminish attention and concentration on the program in question.
Or am I wrong about this? Weigh in, please, in the comment section.
Comments
I vote fragment, or at least divide it. I noticed this last night as I was watching the debate on my computer and checking tweet streams on my smartphone. Indeed I was still listening while reading tweets, but my attention to what they were saying in real-time felt compromised.
That said, reading tweets from both sides enriched my overall experience watching the debate by affording me wider perspective than I could have on my own, and arguably with one screen. Even on the computer screen, a pop-up would emerge occasionally with what was #trending, revealing common themes "the crowd" was discussing. < Also supplementary to the single screen experience.
So for me, it goes both ways: divides attention, but expands perspective.
I must multiscreen when watching television. As a parent of two young children the nauseating television adventures require an escape. But even when I do find the screen all to myself I use a separate device to answer such nagging questions as "what else has this actor been in or I know that monument, where is it again?" I find NOT having the answers to these questions a distraction and pause the television until I can get them.
Depends on the content. Mediocre fiction: reductive. Great fiction: as if you would grab your iPad to do whatever else. Boring nonfiction: reductive. Great nonfiction: we've got an issue to talk about = additive.
Anyway, IMHO second screen is the wrong wording anyway. The first screen shouldn't not the biggest one, even if it's just in your peripheral vision. Your first screen is always one you concentrate on.
Does it really matter? Nobody cares.
I say both. It depends on the context. For example, tonight I watched the Pres debate while following comments and FactChecks on Twitter - helpful. To the contrary, if I need to focus on a document, deadline or "endpoint" effort, it can be distracting.
I work at NBC News and have been focused on creating these second screen experiences. I'd argue that if executed properly they can be an incredibly engaging experiences, particularly around live news events such as the debates. We're still learning about user behavior but research is promising. Welcome any feedback or thoughts.
[...] Do Multiscreen Experiences Fragment Attention, or Focus It? via Rebecca Lieb Do all these screens, and all this activity, fragment attention? Sure. But there are growing indications that multiscreen experiences fragment attention within the context of the debate or program in question. Early research indicates this multiscreen experience is additive rather than reductive (as a digital video executive put it to me yesterday). More screens and more channels intensify rather than diminish attention and concentration on the program in question. [...]
[...] Do Multiscreen Experiences Fragment Attention, or Focus It? via Rebecca Lieb Do all these screens, and all this activity, fragment attention? Sure. But there are growing indications that multiscreen experiences fragment attention within the context of the debate or program in question. Early research indicates this multiscreen experience is additive rather than reductive (as a digital video executive put it to me yesterday). More screens and more channels intensify rather than diminish attention and concentration on the program in question. [...]
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