Research from Parks Associates shows consumers are developing preferences for TV-content apps as more smartphone and tablet users are using TV-channel apps from networks like MTV, Nickelodeon, and USA Network and apps for shows such as Glee and The Walking Dead. The firm finds 14 per cent of smartphone/tablet users surveyed in Q1 2013 have recently used a TV-content app and nearly 75 per cent of these users are satisfied with this app experience.
The research finds the most-common consumer activities with these apps are watching video, looking up information related to programmes, and purchasing related music or merchandise. Viewers also use the apps to check broadcast dates and times.
“The latest round of apps is from content providers, not satellite and cable-TV companies,” said John Barrett, Director, Consumer Analytics, Parks Associates. “They want to increase viewer loyalty to their shows and enhance the viewing experience with second-screen activities, and it is working, especially among Millennials. This ‘second-screen’ generation is accustomed to consuming content on multiple devices.”
The research finds Millennials have much higher interest in programme/channel-specific apps than do older consumer segments. Shows such as Gossip Girl, which aim for a Millennial audience, are wise to develop a robust app offering where viewers can watch show-related videos and virtually tour show locations.
“Companies in the television industry are experimenting with several approaches to TV-related apps for mobile devices,” said Brett Sappington, Director, Research, Parks Associates. “Some are already noting several benefits, including greater viewer immersion, the ability to appeal to viewers outside of the broadcast window, and new aspects to storytelling. However, the most important implication may be for advertising. As consumers increasingly tune into mobile devices during commercial breaks, these apps provide a way to keep viewer attention.”