Brits Wake up to the Power of Second-Screen Shopping

Why It Matters

Second‑screen behavior turns TV moments into immediate purchase opportunities, forcing marketers to adopt connected, data‑driven campaigns to stay competitive.

Key Takeaways

• 47% of UK shoppers browse or buy while watching TV.
• 76% use another device during video; 92% among 18‑44s.
• 66% discover new brands via video; 94% among 18‑24s.
• 41% employ AI tools like ChatGPT for shopping assistance.
• Omnichannel, real‑time targeting outperforms siloed funnel approaches.

Pulse Analysis

The rise of second‑screen shopping is reshaping the UK media landscape. MiQ’s "From Funnel to Flexibility" report shows that nearly half of British viewers turn their phones into shopping assistants while watching TV, and three‑quarters are simultaneously engaged with another device. This multitasking surge, especially among 18‑44‑year‑olds, reflects a broader shift from passive consumption to active commerce, blurring the line between entertainment and retail. Advertisers can no longer treat broadcast slots as pure awareness moments; they are now high‑intention touchpoints that can drive purchases within minutes.

For marketers, the data signals a decisive move toward omnichannel orchestration. Traditional siloed campaigns—separate tactics for awareness, consideration and conversion—miss the rapid decision loops enabled by smartphones and AI assistants like ChatGPT and Gemini. Brands must aggregate signals from CTV, social, search and on‑device behavior to deliver contextually relevant offers in real time. Leveraging AI for price comparison, review summarisation, or gift‑idea generation amplifies the shopper’s journey, turning curiosity into checkout faster than legacy funnel models ever could.

Strategically, firms should partner with technology platforms that provide a unified view of cross‑device activity and enable dynamic media buying. Real‑time measurement of incremental lift, rather than isolated KPI reporting, will justify investment in this fluid ecosystem. As younger audiences continue to dominate the second‑screen habit, those who embed seamless, data‑driven experiences across screens will capture the next wave of growth, while competitors clinging to fragmented plans risk falling behind.