MELBOURNE: Fans of Australian rules football who intend to watch the AFL Grand Final this weekend will be able to engage with the event interactively after the Australian Football League (AFL) created a new second-screen app.

The Explore AFL platform allows fans at AFL events across Melbourne to access content, ranging from videos to vouchers, and the initiative taps into a growing trend of second-screening in Australia.

Using location data, the app will enable the AFL to connect with supporters with push messaging on the week of its most watched match, Mumbrella reported.

"We are entering a new age of how we engage and interact with fans during Toyota AFL Grand Final Week," said Peter Campbell, general manager of AFL Media.

"The ability to manage all content remotely, whilst updating content and information as it happens is another great extension of the event experience," he added.

It comes a week after Fox Sports Australia launched an app to engage second-screening fans by providing on-demand matches, live scores and exclusive features pushed straight to their mobile device. The app even notifies users if their team is in a close match.

Australia's attachment to second-screening, especially among younger consumers, was underlined in a recent report by Vision Critical for the Interactive Advertising Bureau (IAB) Australia.

It revealed that more than 88% of 25-34 year-olds in the country use another device simultaneously while watching TV, rising to 94% of those aged 18 to 24.

The same applied to about three-quarters (77%) of adults aged 35 to 44, 73% of 45-54 year-olds and 62% of older consumers aged 55 to 64.

Elsewhere, the research found 62% of smartphone owners used their devices while watching TV, falling to just under half of tablet users and 36% of users of laptops or personal computers.

Data sourced from Mumbrella, Rapid TV News, eMarketer; additional content by Warc staff