Study Answers the Question: “What makes People ‘APPy?’”
Video Apps Lead to Greater TV Engagement; Over Half Access Video Apps in a
Car via Smartphones
(National Harbor, MD—August 1, 2011) – A
released today, “Roadmap to Video Apps (What Makes Viewers APPY?)” shows that
sometimes the best things in life are still free. When rating the attributes of
video applications, like YouTube, Hulu or iTunes for smartphones and tablets, 63
percent of respondents said that “free or low subscription rates” is the most
important attribute for a video application. In addition, 65 percent of video
app users say that word-of-mouth plays an important role in deciding which video
apps to use.
“This new research uncovers valuable insights into how
people are using video apps, how they complement their TV viewing behavior and
what’s most important to them. The results are encouraging, including the
finding that consumers are open to advertisements on apps in exchange for a free
or a lower costs service and generally even more receptive to ads on tablet
apps,” said Indira Venkat, senior vice president, strategic research and
consumer insights, The Weather Channel Companies, and member of the CTAM
Research Committee overseeing this study.
This research, conducted by Nielsen and commissioned by
the Cable & Telecommunications Association for Marketing (CTAM) is the first to
feature both qualitative and quantitative consumer reactions to video
applications on both mobile and in-home internet-connected devices. The
qualitative phase was conducted at the Las Vegas-based “CBS TV City Media Lab,”
May 17-May 19, 2011 in a living room setting. The quantitative portion of the
study was conducted among video app users via an online survey from April 28 to
May 12, 2011.
According to the research, roughly eighty-five percent of video app users say
they are watching the same amount or more, regularly scheduled TV since using
video apps. In fact, for many, it enhances viewership of regularly scheduled TV.
Nearly half, 46 percent of video app users report being more engaged with the
programs or networks associated with the video apps after accessing them. And 35
percent report that video app usage causes them to visit the network or program
website associated with the video app more than they had before they started
using the app.
In another first, the CTAM study found that “Sync-to-TV” apps actually increase
consumers’ engagement with television programming rather than distracting from
it. Sync-to-TV refers to a second screen app (in this case an iPad or iPad 2)
that recognizes a program broadcast through a TV set that launches interactive
“modules” on the second screen corresponding with the programming or show
playing on the primary screen.
Consumers reported that the sync-to-TV experience makes them more likely to pay
heightened attention to the program thus increasing their engagement with the
program and the advertising and keeping them tuned in longer. One sync-to-TV
respondent commented, “It made a difference because it was right there [on my
lap]. I don’t have to go to the website and type out the url or go searching for
the same thing on my browser.”
Of the online survey respondents, roughly 95 percent of video app users have
used a downloaded, or pre-installed, video app (paid or free) via a mobile
device (smartphone, iPod touch or tablet) and roughly 80 percent via in-home
device in the last 30 days. Roughly three-quarters of all video app users most
often access video apps at home. Approximately 50 percent of those who
use video apps on their smartphones and iPod touches report they most often
access video apps on these devices when they are in a car.
Location Where Video Apps are Most Often Used
All who have used video apps in the past month = 1,460
||Video App Users On…
|In a car
|Other indoor locations
|While waiting in line
|At restaurants / cafes
|At shopping malls
|Riding public transport. (commuting)
|On a plane
These, and other CTAM findings, follow Nielsen’s Q1 2011
Mobile Connected Device Report illustrating explosive growth in video app usage
by a combined 15 million* smartphone and tablet users.
*This figure refers to the unique mobile subscribers in
the U.S. it does not include multiple devices owned by many subscribers or
data-only devices, such as data cards.
For media inquiries, contact:
Jason D. King, ABC
Director, Communications & Media Relations