Reblogged from Videonet, by John Moulding
A joint study of 2,000 UK consumers by broadcast services specialist Red Bee Media and the consulting firm Decipher has revealed some very encouraging trends for second screen engagement, including clear opportunities to commercialise it. The most important findings are:
• Half of respondents said they would be more inclined to engage with a TV show if they could access it from their smart device.
• 78% think smart devices are a better way to engage with their favourite TV shows, with the most appealing functionality being the ability to respond to TV shows through polls or voting (55%) and the ability to participate or influence a show by playing along (52%).
• Respondents who have used or currently use synchronous companion apps rate them very positively.
• 56% of respondents are open to receiving targeted ads through synchronous apps based on products featured on TV.
• 30% would be more inclined to engage with ads if offered via a smart device while they are watching TV.
• 40% would be willing to receive offers or promotions on their smart devices based on products featured on TV.
• Perhaps surprisingly, one-quarter would actually pay for a synchronous companion app, at an average cost of £1.27 per app.
• Social media plays a role in helping viewers to decide when to watch a programme. One-third of smart device owners said they are more likely to watch a show live rather than on-demand if there is significant social buzz around that programme. [While this finding has implications for all TV and not just for ‘second screen’, most commentators expect the majority of social media functions to be performed on a companion device rather than the main television screen. The potential role of ‘social’ in second screen to drive live viewing is therefore clear.]
Stella Medlicott, Chief Marketing Officer at Red Bee Media, unveiled the findings during MIP earlier this week. The Red Bee/Decipher study does highlight the current uncertainty among viewers about where to find TV related synchronous apps. It reports that 29% of respondents would look to a TV channel or platform as the app aggregator, while 21% would search for apps individually… [Read More]