Since the invention of television, we’ve used it to do other things around it. From house chores to sleeping, TV has allowed us to multitask from day z
Now Facebook has commissioned a research seeking to find out what users do at the same time they watch TV.
Meanwhile, some other researches have revealed that 94% of users keep their phone next to them while watching TV, these users keep their focus on TV only 53% of the time.
How is TV experience perceived today?
The relationship between TV and mobile is complementary now: keeping us relaxed and connected at the same time.
The Facebook research reports that users look at their smartphones 31% of the time, usually looking at social media apps.
For example, on the first 24 hours of its premiere, the fourth season of Game of Thrones became the most popular topic with more than 493,500 tweets.
The most popular hashtag at the moment was #GameofThrones used 200,000 times, followed by #TaketheThrone with 27,000 mentions.
These tweets, in general, talked in real time about what was going on in the show, meanwhile mentions for the next 24 hours after it had ended followed the aftermath of the events in the show with comedy, guessing what would happen next.
Where is the focus of the users?
For this research, (which seems like something from a sci-fi movie) a device that works with a tracker is worn by the user on the mobile and TV that follows the user’s eyes throughout the session.
Let’s remember that according to the Q4 report from 2016, people in the US between 18 and 34 years old were spending 19.1 billion hours watching TV and 21.1 billion hours on the smartphone.
In this focus tracking research, it was found that during the TV programming users payed attention to their phones 28% of the time.
But, when the commercial break came, the smartphone time grew above half the time, obviously because no one wants to watch TV ads, which is why Netflix exists.
It is also reported that younger audiences are more probable to multitask than older users.
Between 12 and 24 years old, users watch their phone during breaks 60% of the time, while users over 45 only do it 41% of the time.
Interestingly enough, during the actual
What do they see on their phone?
Social media, simple and clean.
Among participants, social media occupied 43.1% of the time, while messaging apps took 15.5% of it.
With this in mind, we can see that Facebook is the big winner during TV sessions since the most popular social media and messaging apps are Instagra, Facebook Messenger and WhatsApp. All of the with the Zuckerberg seal.
It’s understandable that users look at these apps since it was found out that 70% wantsto keep connected with friends, AKA socially active (remember the Game of Thrones example)
51% wants to avoid boredom, again, this is why Netflix exists.
44% needs to take a break, something that normally happens after many hours of watching the same screen.
Finally, 40% doesn’t want to miss a thing, in this day and age, FOMO (Fear of Missing Out) is something that’s very important for the consumer.
No one wants to miss a single detail of what’s going on in their social nucleous.
How does publicity get in, then?
Just as experience, advertising can be a great complement for TV ads.
A neuromarketing study revealed that, when users watch an ad on mobile and then on TV, it reports greater emotional intensity and remembrance than the ones only seen on TV.
With this, we can begin creating complementing ads,
On social media, they show short snippets of movies, so that when the trailer finally drops on TV or theaters, anticipation is already at its highest.
Anticipation is important to keep users focused when watching TV
It is also very important trying to find a way to get the most social media interactions
Such is the case of Hot Topic. They take advantage of premieres and season endings of Riverdale to push their products based on Archie Comics to their passionate fans.
Sports are also a great moment to for brands and interatcion, however that’s a subject that has it’s own rules and should be handled as such.
Sources
www.facebook.com/business
www.economist.com
www.forbes.com
www.blog.twitter.com