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TV viewers are apparently much more ‘engaged’ when they watch content online, rather than on their TV sets, according to a study.

Researchers at Simmons found that respondents were 25% more involved in programmes they viewed on the web, rather than in the conventional way.

There was also good news for advertisers – viewers were reportedly 47% more engaged in ads shown during online TV shows.

The study, via MarketingVox, measured engagement by looking at different ways respondents’ viewed content – whether they found it ‘inspirational’, ‘trustworthy’ or ‘life-enhancing’,  for example.

It found women and younger consumers had slightly higher levels of engagement online than average.

Related research:
Internet Stats Compendium November 2007

Related stories:
Q&A: Paul Cleghorn, founder of TIOTI
Q&A: Ministry of Sound’s Jim Haysom
Broadcasters confirm joint video plans
Google launches in-video ads on YouTube
One in 10 will pay to remove YouTube ads


Published 7 January, 2008 by Richard Maven

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