Social TV heats up the battle for the living room

Social TV heats up the battle for the living room

• Almost three quarters of TV viewers with broadband access surf the Internet at same time
• 38% of those are discussing TV shows on social media

Almost three quarters (74 per cent) of consumers with a broadband connection surveyed* by Ovum claim to surf the Internet at the same time as watching TV.

The independent telecoms analyst has found that the rise of the ‘second screen’ is now widespread, with 37 per cent of the consumers it spoke to stating that they indulge on a regular basis.

Ovum’s survey revealed that 51 per cent of the consumers it surveyed use the Internet to access further news or information related to the TV content they are viewing. Meanwhile, 38 per cent said they use the Internet to discuss the TV show on social networking sites such as Facebook, an element of the so-called ‘social TV’ phenomenon. These figures rise to 59 per cent and 53 per cent respectively for 16–23 year-olds.

There is also good news for advertisers, as 35 per cent claimed they access further information related to certain TV adverts.

Ovum principal analyst Michael Philpott believes the emergence of the second screen and social TV trends have both positive and negative connotations for the TV industry.

He commented: “On the negative side, increased adoption of more personal Internet-connected devices, and our growing reliance on and interest in Internet applications, has reached such a level that they are diverting our attention away from the TV.

“It is therefore feared that it might only be a matter of time before more valuable advertising revenues also move away from the TV and onto the second screen.

“However, on a more optimistic note, there are a number of applications currently being developed that help the TV industry take advantage of these trends. The applications directly tie the TV and social networking sessions together, creating a new, fuller, and more interactive TV experience.”

According to Philpott, in the not too distant future social networking will play a big role in how we access TV and video content, with a number of devices working together to provide the complete experience. He commented: “Traditional TV players must understand and innovate around this area if they are to survive in the long term. To simply watch from the sidelines will be to hand the advantage to more innovative direct competitors, or online operators, which are becoming increasingly powerful in the media space.”

–ENDS—

NOTES TO EDITORS

*The new figures have been released from Ovum’s Consumer Insights Analyzer which holds survey information from over 8,000 respondents in eight countries.

To arrange an interview or for further details regarding this release please contact  Kelly Livesey in the Ovum press office on +44 (0)161 238 4081, or email kelly.livesey@ovum.com.

ABOUT OVUM

 Ovum provides clients with independent and objective analysis that enables them to make better business and technology decisions. Our research draws upon over 400,000 interviews a year with business and technology, telecoms and sourcing decision-makers, giving Ovum and our clients unparalleled insight not only into business requirements but also the technology that organisations must support. Ovum is part of the Informa Group.