7 January 2008
According to a study, television viewers are much more engaged when they watch programmes online rather than in the conventional way.
The study carried out by Simmons found that participants were 25% less involved in programmes they viewed on TV sets than they were when watching online.
Researchers also measured engagement by looking at the different ways the participants viewed content – whether they found it ‘inspirational’, ‘trustworthy’ or ‘life-enhancing’, for example.
They found women and younger consumers had slightly higher levels of engagement online than average.
There was also good news for advertisers – viewers were reportedly 47% more engaged in ads shown during online TV shows.
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