A new cross-media study carried out by Simmons has found that US consumers are 47% more engaged in ads that run with television programmes that they view online than those watched on a TV set.
The study defines “engagement” according to six characteristics that respondents identify with media: “inspirational,” “trustworthy,” “life-enhancing,” “social interaction,” “personal time-out” and ad receptivity.
It also found that people are 18% more engaged in ads online, as opposed to print versions, of magazines, and that they are also 15% more engaged in magazine articles online than in print.
In demographic terms, women and younger consumers were shown to have higher levels of engagement online than men and older users, although the differences were not huge.
In addition, the survey found that people are more receptive to ads on sites that they visit often. Those who visited sites two to six times per week or more are more likely to be responsive to ads than less frequent visitors.
The Simmons study was based on 74,996 interviews with US adults about the TV programmess, magazines and web sites that they watch, read and visit. The survey was conducted online and via telephone between October 2006 and September 2007.
According to the recently released ChoiceStream 2007 Survey of Viewer Trends in TV & Online Video, 55% of US TV viewers watch some type of video on their computers, mobile devices or digital media players (see Over 55% Of US TV Viewers Watch On Alternative Devices).
It added that 66% of these consumers are watching at least one hour per week through these alternatives. Video-watching on alternative devices is more popular among younger viewers (66%) than older viewers (36%).
In other research, from the Nielsen Company, it was revealed that younger adult viewers are two-and-a-half times more likely than older viewers to be technologically proactive in catching up on television shows they missed (see Younger Viewers Work Harder To Catch Up On TV).
Related Links
