What better way than bikini-clad booth babes to launch an experience booth at Sim Lim Square? None. It’s easy to watch this all the way through to the very end, but if you look up on occasion, you will notice the “Test the speed here” sign, and that there is an actual “experience booth” in the background. The ViewQwest logo is most certainly predominately displayed.
A recent study by ThinkBox shows that Live TV still satisfies most viewers needs. VOD caters more towards viewers who want private and personalized TV. The study found that there are predominately 6 reasons why users watch TV, they are as follows: unwind, comfort, connect, experience, escape, indulge.
“All respondents owned a smartphone and 46% owned a tablet and nearly three-quarters watched VOD content at least once a week. This compares with the 52% of the UK who has ever watched VOD. Yet this pales into the background compared with live TV which UK viewers watch 90% of the time.
The survey found that the live TV experience satisfies human emotional needs that on demand viewing alone can’t. By contrast VOD excels at satisfying personal approaches to TV, specifically indulging and escaping, but was is less equipped for more social needs such as unwinding and seeking comfort. The survey found that for 54% of the occasions people watch live TV they are with someone else compared to 30% for VOD. And for viewers who want to connect and feel like they are sharing a TV experience with the outside world, then live TV was judged by far the best way.
Here is a summary of the key observations the Council for Research Excellence made:
For repeaters, the first encounters with offline word-of-mouth, or a one-to-one electronic communication such as an email or text, or a social-media communication, are related to higher viewing — while subsequent communications can have diminishing returns. This suggests social media is one of the most effective ways to encourage on-going engagement with a show.
For repeaters, those receiving an initial social media message were found more likely to watch a show by one percentage point, with diminishing returns after each additional exposure to a social media message.
For infrequent viewers, social media and show promos were found to be less related to high viewing than offline word-of-mouth, which peaks at a four-percentage-point increase in the likelihood of sampling the show. More than five social media exposures are needed to obtain the same one-percentage-point lift as one offline word-of-mouth exposure for these infrequent viewers. This suggests social media plays a role in encouraging sampling, but a smaller one.
Demographics play a more important role than program genre in explaining the role of social media on TV viewing. Social media plays a stronger role for repeaters who are over 55 and white, and for infrequent viewers who are Hispanic, African American and male.
Social media plays a stronger role for genres such as reality (a nearly four-percentage-point increase in likelihood of watching), sports (more than a two-percentage-point increase) and talk shows (approximately a one-percentage-point increase).
Facebook has recently gotten into the Social TV race with it’s introduction of hashtagging TV programs. This makes it a direct competitor to Twitter, GetGlue and Zeebox. How do these hashtags work?
A Facebook user can now add hashtags in their status updates describing any subject they like, the same as twitter users have been doing all along. For example, “I like Brian on #FamilyGuy”. This is big news for television, as viewership to many new programs are being driven by social media.
Facebook users that click on a hashtag are brought to a dialogue window where a full discussion on the subject takes place, along with users outside of their network. Hashtags can also be used in searches.
Hashtags are being enabled for some 20% of Facebook users shortly and to all users worldwide.