Mobile Interactive Group Research Highlights Major Opportunity in Social Media and Participation TV Services
By Mobile Interactive Group mig, PRNEWednesday, July 20, 2011
LONDON, July 21, 2011 -
Social Participation TV (S P-TV) Will Drive
Interactive Behaviour to Generate $2.9bn Globally
by 2016
Mobile and digital technology business Mobile Interactive Group
(MIG) today released a major research white paper on the trends and
opportunities in participation TV (P-TV) services in particular
social channels across global markets.
The research uncovers key technological and behavioural insights
in to the entire P-TV value chain, from the types of devices that
consumers use to interact with TV shows (tablet, internet, mobile,
apps, SMS, fixed line) how they multi-task with them whilst
watching TV and over which payment channels they prefer to purchase
participation services such as voting and competitions.
It also interrogates mash-ups between established social media
channels, in particular Twitter and Facebook, with TV and
interactivity concluding that there is an emerging and potent P-TV
model based on interactivity driven through social media -Social
Participation TV, a new term identified by
MIG.
Key research findings include:
1. Mobile will become the main vehicle
for interaction between viewer and broadcaster
40% of mobile users are most likely
to be multi-tasking using their phone while watching the TV
2. Smartphone adoption will drive TV and mobile multi-tasking
in UK and US, creating a more engaged audience, and
significantly increasing programme interaction
The majority of multi-tasking occurs
during the evenings and weekends during peak TV times when online
browsing declines and mobile browsing grows
3. Facebook will drive a shift in
interactive audience behaviour away from phone calls and text with
these channels becoming peripheral in the long term
Facebook mobile now accounts for 50 %
of its 700 million users globally. 67% of all respondents
indicated that the internet is the ideal way to interact with TV
shows with 50% of those indicating that Facebook would be their
preferred channel to purchase and use participation TV services
such as voting.
4. Interactive events via Facebook are expected to
generate $51.7 million (£32.04 million) in the UK by
2012 and $2.9 billion globally by 2016.
MIG’s global research into the Social Participation TV sector,
incorporated qualitative and quantitative insights from The IAB and
PhonePay Plus and Adfonic, and also drew conclusions from
interviews conducted with 3,000 consumers in the UK.
Barry Houlihan, CEO, Mobile Interactive Group said: “Social
participation TV is a huge opportunity for MIG and our broadcast
partners, with mobile featuring as the key enabler and engagement
tool. The mobile device is ingrained in our daily lives, and is
rapidly becoming a core component in the ability to create an
interaction between the viewer and the TV.
As a medium, TV continues to be the biggest and best in terms of
attracting a large audience; and mass P-TV shows like Big Brother
remain the cornerstone for broadcasters in terms of interaction and
entertainment, whilst also opening new revenue channels.”
MIG’s global platform
‘mVoy’ enables brands from all over the world to interact,
engage and communicate with consumers via mobile. mVoy Engage
provides media, broadcast entertainment companies with a definitive
toolset to power social interactive formats and services to
viewers.
About Mobile Interactive Group
Mobile Interactive Group (MIG) is a global integrated mobile and
digital communications business and is the fastest growing
privately owned technology company in the UK and EMEA
(Deloitte).
Comprising a unique combination of services, MIG specialist
disciplines include mobile technology and services provision;
mobile billing, messaging and mCommerce; mobile advertising and
marketing; multi-channel digital solutions; the design, build and
publishing of mobile internet sites and applications, and user
experience design.
All platforms, products and applications are developed in-house
and are MIG’s proprietary technology. Our global
platform mVoy enables brands from all over world to interact,
engage and communicate with consumers via mobile.
- mVoy Publish: Create, build, host &
manage mobile commerce, mobile websites & apps
- mVoy Communicate: Build & manage
interactive messaging & multi-step marketing campaigns
- mVoy Engage: Power social interactivity
& voting via mobile sites, apps, Facebook and Google +
- mVoy Connect: Enable & deliver high
volume mobile messaging campaigns & payments
MIG currently serves multiple sectors including Technology
Providers, Retail, Mobile Network Operators (MNO), Media,
Broadcaster & Entertainment, Financial Services, Public Sector
and Government Agencies, FMCG, Original Equipment Manufacturers
(OEM). Additionally we have over 300 clients including
New Look, M&S, O2, Vodafone, ITV, Sky, Barclaycard,
MoneySupermarket, Sony PlayStation, COI, Walkers, Tropicana, Nokia,
Samsung and in May 2011 MIG announced its ‘Preferred Developer
Status’ as selected by Facebook.
Whether your objectives are to drive customer acquisition,
increase brand awareness, or encourage consumer engagement and
participation - MIG can get involved at variety of levels to
achieve the desired results across all mobile and digital
channels. Innovation, technology, creativity and passion
remain core to everything we do and we aim to help our clients
understand the benefits of adopting a fully integrated, cross
platform communications strategy.
For more information on MIG please contact: Tim Banks, infomob, PR, tim at infomob.co.uk, +44(0)7771-512-057
Tags: Facebook, July 21, London, Mobile Interactive Group (mig), United Kingdom
