New Market Research Commissioned By Ensequence Indicates Increased Consumer Interest In Interactive TV

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79 percent of television viewers would be interested in interacting with their television programming and advertising via their remote control  

 

NEW YORK – May 3, 2010 – Ensequence, the interactive television company, today announced the results of a quantitative, nationwide survey of more than 2,000 U.S. adults conducted online via Harris Interactive. The results of the survey provided insights about the interactive television features that viewers value most from their cable, satellite and telco service providers. In addition, the survey tracked changes in interactive TV interest since Ensequence’s last online survey conducted by Harris Interactive in late 2007.   Key findings of the study mapped to the key drivers of the interactive television business case are noted below:   

 

Interactive Programming
  • 55% of drama viewers want to interact (up 5pp from 2007), and 30% of drama viewers would like to set recordings and reminders for upcoming episodes.
  • 74% of reality viewers want to interact and 55% of reality show viewers would vote for contestants.
  • 70% of sports viewers would like to interact while watching a sporting event (up 5pp from 2007), and 40% of sports viewers would like to get scores, news and information from other live games and matches.
  Interactive Advertising
  • 73% of viewers would like to interact with TV commercials for a product they are interested in using their remote control.
  • 58% of viewers would request free samples (up 9pp from 2007).
  • 43% of viewers would locate a local retailer who carries the product (up 2pp from 2007).
  T-commerce
  • 45% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product from a 30 or 60-second spot.
  • 37% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product they are interested in during a show that they are watching.
In addition, the recent Harris study found that 17% of television subscribers would definitely or probably switch service providers to get interactive features.  

 

“This study shows that consumer interest in interactivity is substantial and that interactive television presents an important strategic opportunity for programmers, advertisers and service providers to increase the value of their respective businesses,” said Peter Low, Ensequence President and CEO.

 

Methodology

The 2010 survey was conducted online within the United States from March 19-23, 2010 among 2,315 adults (aged 18 and over) of whom 2,255 watch TV by Harris Interactive® on behalf of Ensequence via its QuickQuery omnibus product.   The 2007 survey was conducted online within the United States from November 29 to December 3, 2007 among 2,949 adults (aged 18 and over), of whom 2,877 watch TV by Harris Interactive® on behalf of Ensequence via its QuickQuery omnibus product.  

 

Figures for age, sex, race/ethnicity, education, region, and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.  

 

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.  

 

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.

Media Contacts: 

Jessie Dawes, Ensequence, 212-358-8994, jdawes@ensequence.com

 

Carole Shander Public Relations, 917-733-3812, csprcable@verizon.net