A survey of European television viewers has revealed that traditional media such as newspapers and magazines are more effective in the TB content discovery process, as well as online sources or on-screen trailers.
Data for the ResearchNow survey, sponsored by UK-based TV Genius, was collected from 3000 viewers across the UK, France, Germany, Poland and Sweden. The results of the study, announced today ahead of IBC, show that although consumers are largely using the electronic programme guide (EPG) when watching television, it has comparatively little influence over the content they choose.
The survey showed that 81% of respondents in Continental Europe either occasionally or frequently use the EPG when watching television, with the figure for the UK alone rising to 96%. Of those consumers who occasionally use the EPG, only 3% said that the EPG was influential over what they watch. 37% said that magazines were major influencers. Among frequent users, only 35% said that the EPG was influential.
“It is evident from our research that consumers consider the EPG an important part of the TV experience, yet it is traditional media such as magazines that have a stronger influence over what they decide to watch,’ said Tom Weiss, CEO, TV Genius. “Maybe it is time for the industry to consider a more enhanced approach to the EPG. How can we take the best features of magazines, such as previews and recommendations, and incorporate them into the EPG?’
While traditional media remain dominant over consumer decision making, newer media are also having an emerging influence, especially among the younger generation of “Digital Natives’. Among the 18-24 year olds surveyed, 20% said that trailers are the most influential factor over what they watch, while 11% preferred online sources. Only 12% of 18-24 year olds said magazines were the most influential factor over their decision making. This compares to 44% of over-55s influenced by magazines, and only 9% saying trailers and 6% using online.
“We need to consider that on-demand content is not listed in magazines,’ continued Tom Weiss. “If VOD is to be a success, viewers need effective content discovery. Operators should consider harnessing the apparent influence of trailers to recommend relevant on-demand content. If the best elements of the most dominant media can be incorporated into the widely used EPG, consumers will be able to navigate their way through the multitude of great content that is available to them, more easily. Therefore, either live or on-demand, viewers can discover more of the type of content they love.’
TV Genius will present further outcomes from the research at an IBC Business Briefing.
