Page 15 - index
P. 15
RESEARCH, ANALYSIS & TRENDS
While the largest share of
smartphone activities were program
-related, there was also a solid
amount of ad-related activity report-
ed, although around 7% do not
watch TV at all.
The survey, conducted by Epinion
and Omnicom Media Group in July
2015, further shows that another
11% of the respondents never use
their mobile devices while watching.
The rest—including a high of 87%
in Thailand and a low of 76% in In-
donesia—simultaneously use their
smartphone while watching TV at
least once in a while.
Overall, 47% of respondents report-
ed that this activity primarily in-
volved them looking something up
on their phone related to the pro-
gram they were watching. That ac-
counted for a plurality of those
polled, but a robust 28% of re- sponded directly to brands. Two- insights so that they can tailor con-
spondents said they mostly used thirds of respondents said they tent and services to customers.
the phone for purposes related to shared or searched for info about With their studies, both Irdeto and
the ads they saw on TV. The re- ads, because they saw a new prod- Emarketer.com highlight that listen-
mainder were primarily using their uct or brand, or because there was ing and responding to customers is
phones for purposes unrelated to a promotion or sale going on. Of crucial, considering their changing
what they were watching. course, humor helped as well, viewing habits and device usage, to
along with unique product claims. avoid losing them in an increasingly
Nearly half of respondents who con- competitive marketplace.◊
ducted ad-related activities said Without doubt, Irdeto is absolutely
they searched for a brand or prod- right to highlight to operators and By MediaBUZZ
uct, while 36% shared brands or OTT players the importance of har-
products with friends and 17% re- nessing the power of consumer
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
While the largest share of
smartphone activities were program
-related, there was also a solid
amount of ad-related activity report-
ed, although around 7% do not
watch TV at all.
The survey, conducted by Epinion
and Omnicom Media Group in July
2015, further shows that another
11% of the respondents never use
their mobile devices while watching.
The rest—including a high of 87%
in Thailand and a low of 76% in In-
donesia—simultaneously use their
smartphone while watching TV at
least once in a while.
Overall, 47% of respondents report-
ed that this activity primarily in-
volved them looking something up
on their phone related to the pro-
gram they were watching. That ac-
counted for a plurality of those
polled, but a robust 28% of re- sponded directly to brands. Two- insights so that they can tailor con-
spondents said they mostly used thirds of respondents said they tent and services to customers.
the phone for purposes related to shared or searched for info about With their studies, both Irdeto and
the ads they saw on TV. The re- ads, because they saw a new prod- Emarketer.com highlight that listen-
mainder were primarily using their uct or brand, or because there was ing and responding to customers is
phones for purposes unrelated to a promotion or sale going on. Of crucial, considering their changing
what they were watching. course, humor helped as well, viewing habits and device usage, to
along with unique product claims. avoid losing them in an increasingly
Nearly half of respondents who con- competitive marketplace.◊
ducted ad-related activities said Without doubt, Irdeto is absolutely
they searched for a brand or prod- right to highlight to operators and By MediaBUZZ
uct, while 36% shared brands or OTT players the importance of har-
products with friends and 17% re- nessing the power of consumer
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
