Consumers who watch TV online are more engaged than those who watch programs on TV sets, according to a cross-media study by Simmons, part of Experian Research Services, reports MediaPost. Moreover, there’s a high correlation between media engagement and ad receptivity.
Viewers are 47% more engaged in ads shown during TV programs shown online than those shown on programs watched on a TV set, the “Multi-Media Engagement” study found. They are also 25% more engaged in the content of shows watched online than on a set.
Simmons views “engagement” as having six “dimensions” that respondents identify with media they consume: “inspirational,” “trustworthy,” “life-enhancing,” “social interaction,” “personal time-out” and “ad attention/receptivity.”
Among other findings:
- People are 18% more engaged with ads in online versions of magazines compared with print versions; they are also 15% more engaged in magazine articles online than in print magazines.
- In general, however, print enjoys higher levels of engagement than TV or the internet (despite, or perhaps because of, its shrinking [therefore more hard-core] audience).
- Women and younger consumers have slightly higher levels of engagement online than average.
- Those age 35-54 rated the internet as almost as trustworthy an information source as did 18-34-year-olds.
- Those who visit a site 2-6 times per week tend to be more responsive to ads than those who visit less frequently.
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