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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
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