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Can Tablet, TV, and Mobile Get Along? Understanding Cross-Platform Viewing Behavior in 2013

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NBCUniversal's Prime-Time Olympic Viewership Soars Despite Time Delay

With an estimated 219.4 million viewers, the London Olympics were the most-watched television event in U.S. History. In its broadcast of the event, NBCUniversal bet on a triple strategy of live Web streaming, live cable coverage, and tape-delay broadcast—an approach that would challenge old assumptions about when, where, and how audiences are engaged.

As a key participant in NBCUniversal’s Billion Dollar Olympics Lab research initiative, uSamp applied its consumer insights platform, to track consumers’ real-time reactions, sentiment and behavior during the Games.

Before the 2012 Olympics, broadcasters had assumed that a smaller number of viewers would watch primetime Olympic coverage if they knew the results before airing. Survey results by uSamp revealed the opposite to be true. uSamp suggested that the multiple platform strategy made it more likely that people would watch primetime coverage—not less. NBC Olympics Digital set records with engagement time, live video streams and page views, while, its mobile site and apps, delivered unparalleled engagement, traffic and consumption.

The lessons of the 2012 Olympics illustrate how the convergence of mobile, online, and broadcast platforms is shaping behavior as consumers interact with multiple touchpoints.

What can broadcasters/marketers/consumer tech companies take away from this scenario? And how will it change in 2013?

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January 17th, 2013

Why Consumer is King: Moving with our Mobile Market

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by Ben Leet, Sales Director, uSamp

Texting on the Tube

Texting on the Tube (Photo credit: Annie Mole)

It is the summer of 2012.  As I sit on a busy train during my morning commute, fellow passengers are glued to their mobile devices – almost all smartphones. Most people are not talking on these phones. They are pinching and scrolling, browsing and thumbing. They are streaming information as fast as it’s released- a visual sign of the future of human behaviour. In fact, scrap “future” – it’s here, right now, and is only expected to proliferate. So I wonder why we continue to question whether our industry should adopt mobile research as a core methodology?

English: Forecasts for mobile and desktop Inte...

English: Forecasts for mobile and desktop Internet, original data from Morgan Stanley report on mobile Internet (Photo credit: Wikipedia)

Morgan Stanley predicts that the number of searches done on mobile handsets will overtake those done by PC in the next year. Others posture that the mobile internet will overtake desktop internet usage within three years. Alarming though this sounds, it’s a real environment for the consumer – they, we, have the internet in our pockets 7 days a week and 24 hours a day. Why would we open up a PC or notebook to do our browsing, surfing, buying, networking, organising when we can do it with just a few clicks without moving from our chairs?

So what does this all mean for the MR industry?

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September 5th, 2012

Posted in Mobile Research