Thursday, 1 November 2012

Dart’s data: the couch potato issue

If you are a retailer that sells through DRTV or are considering doing so, take note of some interesting research from IMRG and Thinkbox to help convert viewers into buyers.

According to the latest eCustomerServiceIndex, conducted by eDigitalResearch and IMRG, 80 percent of smartphone owners, 81 percent of tablet owners and 73 percent of laptop owners use their devices in front of the television in a process that has been dubbed “second screening”.

The study highlights retail websites were amongst the most popular sites to visit and browse as were social media sites and search engines. Almost half of users (41 percent) were encouraged to browse for a product after seeing something on a television programme or advert with nearly one third (30 percent) having made a purchase afterwards.

If this highlights the influence that TV has on consumer behaviour, another study by Ipsos MORI on behalf of Thinkbox really drives home the message. Its survey of 2,000 UK adults shows that 40 percent of people in Britain believe that programmes or adverts they have watched on television has inspired them to act more positively, such as donating to charity, being more environmentally friendly, eating more healthily or taking part in sport.

Breaking this down, the report shows 43 percent of those inspired by TV advertising have been encouraged to give to charity, compared to 33 percent for TV programmes. The study highlights that TV inspired positive behaviour more than any other medium with the internet (16 percent), newspapers (16 percent), radio (14 percent), magazines (14 percent), the high street (9 percent) and direct mail (6 percent).--JD

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