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Digital entertainment innovator Rovi Corporation, and media strategy and research company Decipher Research, have released the phase one results of a three-part study exploring connected TV device usage and advanced advertising in Germany.
The first phase looked at user demographics, device familiarity and usage, and compared the media habits of connected device owners to those of the average German households. The study found connected device owners were super consumers of media content who spend more time online, more money on pay-TV subscription services, and are actively involved in second-screen viewing activities – including a large percentage who have used secondary devices to search online for information related to what they are viewing on TV.
The first phase of the German study was conducted as an online survey involving 500 connected TV device (Samsung TV or Blu-ray Disc player) owners. The German study is a component of Rovi’s comprehensive evaluation and analysis of connected TV device owners and advanced advertising worldwide. Rovi has already collected and released key findings of similar studies conducted in the U.S., Canada, and the United Kingdom. The second and third phases of the German study, expected to be complete in the fourth quarter, will assess interactive advertising awareness and effectiveness on connected devices.
“Connected TV devices are fundamentally changing consumers’ media viewing habits and reshaping TV advertising models,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation. “As they have for Rovi customers in the US and elsewhere in Europe, our studies will enable German advertising agencies and brand marketers to gain a clearer picture of how connected TV viewing reaches and impacts consumers. Armed with these insights, our customers will be able to utilise these platforms to better engage consumers through high-impact campaigns that drive positive brand interaction and measurable results.”
The research found that Connected device owners are:
In terms of connected device feature usage, the findings suggest that:
Findings related to media consumption suggest that connected device households: