Research: Multitasking hinders immersion
June 21, 2023
Marking the brand’s 30th anniversary, audio solutions specialist DTS has released its Tuning In To Sensational Entertainment Trends report, uncovering consumers’ preferences and habits around their entertainment experiences, at home and on the go. The survey, in partnership with Opinium, showcases that sound quality is very to somewhat important to 85 per cent of respondents when watching shows or movies on TV.
DTS launched its multichannel sound delivery system for film on June 11th 1993 with the release of Jurassic Park.
“When you felt and heard the impact of the DTS soundtrack for Jurassic Park in 1993, we knew we were onto something,” said Jon Kirchner, CEO of DTS parent company Xperi. “We’ve come a long way since our theatre breakthrough moment and the pace of innovation and change of the industry has me excited about a future where you can have an always-on, anytime, anywhere, on any device higher quality experience – whether it’s music, movies, video games, or some other kind of content.”
Sound and sensing are the unsung hero of the entertainment experience, but when people don’t have clear sound quality it can lead to negative viewing and listening experiences. More than half (58 per cent) of respondents have differing sound needs compared to other people with whom they’re viewing shows and movies, leading to issues like listening on a lower/higher volume than ideal (33 per cent), watching content separately (19 per cent) and even having arguments about sound level (17 per cent).
Additional report highlights:
- Streamline home entertainment set-up: Respondents are looking to simplify their home entertainment set-up by preferring interconnected home systems that take 5-minutes or less to set up (72 per cent); are compatible with their current systems (71 per cent); work over Wi-Fi (63 per cent).
- Audio amplifies gaming experiences: Gamer respondents are seeking the perfect auditory companion to complement their gameplay, listening most frequently to audio through their TV (47 per cent), using headphones (41 per cent) or through their smartphone (40 per cent).
- Evolving preferences in the connected car: As more drivers view their vehicles as a third space, drivers would most like their vehicle to offer a more comfortable physical environment (41 per cent); automatically understand their seat position, temperature, lighting and entertainment choices when they enter the vehicle (39 per cent); and possess an even better audio system/sound (38 per cent) than they already have according to a separate survey from Xperi.
- Breaking through the noise: Multitasking has become the norm and made true entertainment immersion a challenge at home. Putting on a streaming video or music service at home is often paired with scrolling on phones (45 per cent), cleaning the house (42 per cent), cooking (40 per cent) or exercising (27 per cent).