Online TV Viewers Are More Attentive
A recent study conducted by Simmons, a division of Experian Research Services, indicates that consumers who watch television content online are more attentive than their traditional TV set counterparts. Not surprisingly, the level of engagement a consumer has with media correlates closely with receptivity to ads.
Concerning ads shown during the viewing of television shows online, these watchers are 47% more engrossed in these ads than they are when they watch the same content on a traditional television set. They are also 25% more absorbed in the actual shows themselves when they view them online.
This positive online effect was also observed when it came to magazine content. Readers who visited the Web sites of magazines were 18% more engaged with the ads on the online pages, and were also 15% more engaged with the actual content.
Women and younger consumers had higher levels of engagement online, while more frequent visitors to Web sites (2-6 times per week) were found to be more responsive to ads than those who frequented the sites more sporadically.
Overall, there is nothing all that surprising about these findings. Viewing online content is, by nature, a more deliberate process than watching television content on traditional TV sets, which usually leads to passive channel surfing. This is good news for sites like Hulu and others, which are making more and more TV content available for viewing online.
Source:
http://www.marketingcharts.com/television/
tv-watchers-more-engaged-if-viewing-online
-engagement-ad-receptivity-2931/
