Is the TV now the 2nd screen and the mobile/tablet the primary device? The emotional attachment is greater to the device in the users’ hands than to the screen in the corner.
I think there is a strong case to now say that the TV is device which is secondary in users minds and patterns of behaviours, as interaction and entertainment are channeled through the mobile/tablet device. Whilst looking at the proposition for into_now, it became clear that the opportunities to engage the user were greater through the device in their hand than the TV. There is a barrier in perception and formed behaviour with a TV, which is not there with a mobile/tablet device.
Think about it, what does your own behaviour, or that of those around you, tell you?
Google, The New Multi-Screen World: Understanding Cross-Platform Consumer Behavior.
can do meta 