New research shows consumers are developing preferences for TV-content apps as more smartphone and tablet users are using TV-channel apps from networks like MTV, Nickelodeon, and USA Network and apps for shows like Glee and The Walking Dead. The firm finds 14% of smartphone/tablet users surveyed in 1Q 2013 have recently used a TV-content app and nearly 75% of these users are satisfied with this app experience.
The consumer analytics research, TV Channel and Network App Users, finds the most-common consumer activities with these apps are watching video, looking up information related to programs, and purchasing related music or merchandise. Viewers also use the apps to check broadcast dates and times.
The latest round of apps is from content providers, not satellite and cable-TV companies. They want to increase viewer loyalty to their shows and enhance the viewing experience with second-screen activities, and it is working, especially among Millennials. This 'second-screen' generation is accustomed to consuming content on multiple devices.
