Social Participation TV to drive interactive behaviour to generate $2.9bn globally by 2016

Tuesday, July 19th, 2011

Mobile Interactive Group research highlights major opportunity in social media and participation TV services

LONDON — Mobile and digital technology business Mobile Interactive Group (MIG) today released a major research white paper on the trends and opportunities in participation TV (P-TV) services in particular social channels across global markets.

The research uncovers key technological and behavioural insights in to the entire P-TV value chain, from the types of devices that consumers use to interact with TV shows (tablet, internet, mobile, apps, SMS, fixed line) how they multi-task with them whilst watching TV and over which payment channels they prefer to purchase participation services such as voting and competitions.

It also interrogates mash-ups between established social media channels, in particular Twitter and Facebook, with TV and interactivity concluding that there is an emerging and potent P-TV model based on interactivity driven through social media – Social Participation TV, a new term identified by MIG.

Key research findings include:

  • Mobile will become the main vehicle for interaction between viewer and broadcaster
  • 40% of mobile users are most likely to be multi-tasking using their phone while watching the TV
  • Smartphone adoption will drive TV and mobile multi-tasking in UK and US, creating a more engaged audience, and significantly increasing programme interaction
  • The majority of multi-tasking occurs during the evenings and weekends during peak TV times when online browsing declines and mobile browsing grows
  • Facebook will drive a shift in interactive audience behaviour away from phone calls and text with these channels becoming peripheral in the long term
  • Facebook mobile now accounts for 50 % of its 700 million users globally. 67% of all respondents indicated that the internet is the ideal way to interact with TV shows with 50% of those indicating that Facebook would be their preferred channel to purchase and use participation TV services such as voting.
  • Interactive events via Facebook are expected to generate $51.7 million (£32.04 million) in the UK by 2012 and $2.9 billion globally by 2016.

MIG’s global research into the Social Participation TV sector, incorporated qualitative and quantitative insights from The IAB and PhonePay Plus and Adfonic, and also drew conclusions from interviews conducted with 3,000 consumers in the UK.

Barry Houlihan, CEO, Mobile Interactive Group said: “Social participation TV is a huge opportunity for MIG and our broadcast partners, with mobile featuring as the key enabler and engagement tool. The mobile device is ingrained in our daily lives, and is rapidly becoming a core component in the ability to create an interaction between the viewer and the TV.”

For broadcasters, the direct consumer interaction can be the ideal opportunity to capture data, while Facebook presents an ideal viral opportunity. But it also highlights the need for every programme strategy to adopt a multi device and platform approach, to ensure maximum viewer reach and engagement.

As a medium, TV continues to be the biggest and best in terms of attracting a large audience; and mass P-TV shows like Big Brother remain the cornerstone for broadcasters in terms of interaction and entertainment, whilst also opening new revenue channels.

MIG’s technology platform ‘mVoy’ enables broadcasters, media and production companies from all over the world to interact, engage and communicate with viewers via any mobile device (incorporating the internet and Facebook). mVoy Engage also provides a definitive toolset to power social interactive formats including voting, polls and competitions, as well as credit based mobile payment solutions.