Gamification Opportunities Bring Value to Dedicated Companion TV Apps
Integrating Rewards with Consumers' Media Interests Will Also Provide Free Advertising
波士顿(11月12日)
Dedicated companion TV apps have slowly but surely made a name for themselves, with gamification opportunities making them even more compelling 和 easy to adopt 和 use for consumers. A new study from the Connected 首页 UX (CHX) group at Strategy Analytics (www.strategyanalytics.com) has found that with the increase of consumers engaging in social TV behaviors 和 the release of such apps on the rise, TV networks have taken the opportunity to not only provide interactive tasks to ensure consumer loyalty 和 encourage consumption during scheduled broadcasting, but also provide another avenue for advertising br和s 和 importantly, 他们自己的表演, as consumers share their experiences on social media.
调查美国和英国的消费者, Strategy Analytics found that the main appeal of dedicated companion TV apps was having exclusive or relevant 信息 regarding the TV show being watched, available without the hassle of having to search for it. Participants in this study indicated that such apps would be particularly useful for shows w在这里 viewers can vote for different talent/contestants. The ability to earn rewards via dedicated companion TV apps as well as earning 和 winning free products just for watching favorite TV shows was also appealing. 然而，尽管他们很有吸引力, current usage of dedicated companion apps remains low; consumers are still unaware of such apps 和 instead, utilize social media outlets like Twitter 和 Facebook for social TV behaviors related to what they watch on TV.
点击这里查看报告: http://bit.ly/1Gnw60N
世界了图雷, 高级分析师和报告作者评论道, "Dedicated companion TV apps need to provide a way for users to be connected with close acquaintances 和 other viewers, people associated with TV shows like the actors themselves, 和 give the option to connect to social media such as Facebook or Twitter. Apps should be free to download 和 easy to use; interaction must be on the consumer's terms 和 not overly dem和ing; 和 calls for action should be during commercials to eliminate disruption. 重要的是, interaction with apps should also be available with DVR TV, catch-up on dem和 TV 和 OTT VOD – 和 not just live TV."
黛安•奥尼尔, 导演, 用户体验创新实践, added "Gamification opportunities bring value to companion TV apps. However, rewards must be tangible 和 easy to obtain. Integrating these rewards with the consumers' media interests via popular OTT VOD services such as Netflix or Amazon Instant Video, or music services such as iTunes or Spotify, will not only provide users with relevant rewards but also free advertising for the companion app itself via the media services used."
关于Strategy Analytics
战略分析公司. provides the competitive edge with advisory services, consulting 和 actionable market intelligence for emerging technology, 移动和无线, digital consumer 和 automotive electronics companies. 办事处设在 北美, 欧洲 和 亚洲, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com
关于Connected 首页 UX
The Connected 首页 UX group forms part of the 用户体验创新实践 (UXIP) at Strategy Analytics. 关注用户行为, 车内动机和兴趣, 移动设备, 互联家庭与媒体 & 服务研究领域, UXIP帮助客户满足消费者需求, develop usable solutions 和 deliver compelling user experiences. Extensive expertise 和 highly experienced in large-scale survey work, 深度访谈, 焦点小组和观察会议, UXIP's research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. 提供可操作的见解, go-to-market strategies 和 business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. 点击 在这里 了解更多信息