Some 80% of interactive program guide users consider the electronic listings a “necessity” for viewing, according to the results of a study released Tuesday.
The “engagement’ study regarding IPG’s was commissioned by Gemstar-TV Guide International and Comcast Spotlight, the ad-sales division of Comcast Cable, and was conducted by Lieberman Research Worldwide.
The “IPG Attitude and Usage Study” is the first major research of its kind to be released into the market in the last five years, according to Comcast and IPG purveyor Gemstar, whose i-Guide is the industry's most widely-deployed IPG.
Among the key findings:
*At least eight out of 10 i-Guide users agree that they always use their IPG to find what to watch and their IPG is a necessity for their viewing experience;
*I-Guide users agree that their IPG makes them aware of programs they didn’t know about, is the best information source about TV programs and episodes, and enhances their overall TV viewing experience;
*The vast majority of i-Guide users agree that they use their IPG when they first sit down to watch TV, when a new program begins, during commercial breaks and when they’re bored with what they’re watching;
*One-quarter of i-Guide users report using their IPG every/or almost every time a commerical appears;
*Two-thirds of TV viewers decide what to watch after they sit down, switching on their TV sets with no specific destination in mind;
*Almost two-thirds turn to their IPGs while watching programs to see what’s on other channels;
*One-quarter lean on their IPGs to check for shows airing later in the week;
*85% of i-Guide users report turning to the IPG when a commercial comes on.
IPG advertisements have high response rates: 50% of consumers who see them take action. Viewers are very likely to interact with ads placed on IPGs, especially those related to TV shows or sporting events.
The survey also found that half of i-Guide users report noticing ads on their IPG at least once a week, while half that notice such ads indicated they have clicked on the message. One fifth of respondents said they clicked on ads at least once a week. Moreover, 40% of i-Guide users noticing IPG ads recall seeing an ad for a specific TV program or sporting event.
Among those noticing TV show promos, 70% who recalled an ad actually watched the program. In addition, almost 40% of those who recalled seeing a movie/event advertised, ordered it.
The “IPG Attitude and Usage Study” was conducted by telephone in June and July with a nationally representative sample of 1,612 respondents made up of Comcast IPG viewers, TV Guide Interactive viewers, and consumer electronics viewers [those viewing IPG not through a cable service or set-top, but through their TV set].
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