Mobile Interactive Group Research Reveals Opportunity in Social Media and Participation TV Services.

Mobile Interactive Group (MIG) has released a research white paper on the trends and opportunities in participation TV (P-TV) services in particular social channels across global markets.

According to a release, the research uncovers technological and behavioural insights in to the entire P-TV value chain, from the types of devices that consumers use to interact with TV shows (tablet, internet, mobile, apps, SMS, fixed line) how they multi-task with them whilst watching TV and over which payment channels they prefer to purchase participation services such as voting and competitions.

It also interrogates mash-ups between established social media channels, in particular Twitter and Facebook, with TV and interactivity concluding that there is an emerging and potent P-TV model based on interactivity driven through social media -Social Participation TV, a new term identified by MIG.

Research findings include:

1. Mobile will become the main vehicle for interaction between viewer and broadcaster

40 percent of mobile users are most likely to be multi-tasking using their phone while watching the TV

2. Smartphone adoption will drive TV and mobile multi-tasking in UK and US, creating a more engaged audience, and significantly increasing programme interaction

The majority of multi-tasking occurs during the evenings and weekends during peak TV times when online browsing declines and mobile browsing grows

3. Facebook will drive a shift in interactive audience behaviour away from phone calls and text with these channels becoming peripheral in the long term

Facebook mobile now accounts for 50 percent of its 700 million users globally. 67 percent of all respondents indicated that the internet is the ideal way to interact with TV shows with 50 percent of those indicating that Facebook would be their preferred channel to purchase and use participation TV services such as voting.

4. Interactive events via Facebook are expected to generate $51.7 million (GBP32.04 million) in the UK by 2012 and $2.9 billion globally by 2016.

MIG's global research into the Social Participation TV sector, incorporated qualitative and quantitative insights from The IAB and PhonePay Plus and Adfonic, and also drew conclusions from interviews conducted with 3,000 consumers in the UK.

Barry Houlihan, CEO, Mobile Interactive Group, said: "Social participation TV is a huge opportunity for MIG and our broadcast partners, with mobile featuring as the key enabler and engagement tool. The mobile device is ingrained in our daily lives, and is rapidly becoming a core component in the ability to create an interaction between the viewer and the TV. As a medium, TV continues to be the biggest and best in terms of attracting a large audience; and mass P-TV shows like Big Brother remain the cornerstone for broadcasters in terms of interaction and entertainment, whilst also opening new revenue channels."

Mobile Interactive Group (MIG) is a global integrated mobile and digital communications business.

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