Selasa, 21 Agustus 2012

Perhaps Apple Doesnt Need a Television Set After All


Strategy Analytics has conducted a multi-method data gathering exercise to assess behaviors, attitudes and preferences of tablet owners in the UK and USA with a focus on TV content, amid rumors of Apple launching a full-fledged television.

The research methods included 12 ethnographic in-home observations and semi-structured interviews and focus groups with 31 participants each.

They found that Apple’s iPad could have a positive impact on the television industry, a bigger one even than the Apple TV itself, because the people who use tablets to watch TV stuff are more engaged in the shows, according to the latest research.

They’ve published a report, “Users More Engaged with Video Consumption on Tablet than on TV”, which details how people choose shows and how they watch them on tablets and TV sets.

Strategy Analytics says the two devices make for entirely different choices, as well as behavior.

For example, the study found that viewers are much less likely to be distracted when watching TV shows on the iPad.

“When they are ‘watching’ TV on the big screen, however, attention is often diverted towards second screen activities,” says the report.

The research also takes note of a clear distinction between the “alpha state” of TV viewers, who are more relaxed, and the “beta state” of tablet viewers, who are more alert and conscious.

Caroline Park, who manages the Digital Home Observatory (DHO) at Strategy Analytics, said, “Contrary to fears often expressed, emerging tablet behaviors are potentially good news for TV producers, networks and operators.”

“Levels of engagement are significantly higher when people consume video content on their personal tablet compared to the TV screen, and if TV companies play their cards right they should be able to drive additional revenues from this increased viewer focus,” added Park.

Strategy Analytics’ report, Users More Engaged with Video Consumption on Tablet than on TV, can be purchased for $1,999 / รข‚¬1,608.

Via: Perhaps Apple Doesnt Need a Television Set After All

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