FT. WASHINGTON, PA--(Marketwire - Oct 9, 2012) - When it comes to watching TV and other video entertainment, the daunting level of unprecedented choice is challenging consumers like never before. A majority of consumers report that they would like some help sifting through the available content, questioning long-held beliefs that viewers prefer to channel surf and pursue more passive forms of TV viewing. This creates an excellent opportunity for new apps and technologies to support the search and discovery of video content.
These are results from a series of recently-completed online surveys conducted by The Research Intelligence Group (TRiG) among 530 U.S. households. The data clearly indicates that the market is ready for enhanced search and discovery capabilities across entertainment platforms. In the survey, 70% of respondents expressed a desire to be able to search entertainment content across platforms and screens, such as TV, computers, smartphones and tablets. In addition, nearly two-thirds of all respondents would welcome programming recommendations based on past viewing habits.
"With ever-increasing programming options, consumers can no longer only rely on a linear channel guide as a program selection tool. The marketplace is clearly ready for help and welcomes the opportunity to make informed choices regarding which types of content to view. This suggests that consumers prefer to actively seek out programming, fundamentally challenging industry beliefs that consumers tend to be more passive in their programming selection," says Karen Stuth, Senior Vice President at The Research Intelligence Group.
According to Joan Mancuso, also a Senior Vice President at The Research Intelligence Group, this shift creates significant marketplace opportunities. Mancuso comments, "With the ability to meet new consumer preferences, marketers have the opportunity to open new doors regarding ads, advertorials and cross promotions designed to build brand and product enthusiasm."
Karen Stuth and Joan Mancuso will discuss these findings and their implications to industry leaders in greater detail at the Sixth Annual TVNext Conference in Santa Clara, California.
For more information on this survey and/or to receive a free copy of this report or to discuss another survey with The Research Intelligence Group, please contact Rob Kaplan-Sherman, Partner & Corporate Chief Researcher at (215) 643-8754 or firstname.lastname@example.org.
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