IMMI's SOLUTION
DVRs, personal computers in the home and office, portable devices such as laptops, smartphones, and iPods have released the consumer from “TV viewing by appointment only” in front of the traditional in-home TV set.
Sixty percent (60%) of the U.S. television audience now has broadband Internet access in their homes, and the availability of long form streaming video programming is climbing at an accelerated pace. By 2012, broadband Internet access is forecast to be in 77% or more of U.S. households.
IMMI has already proven that U.S. TV viewers are multitasking, spending an increasing number of minutes viewing traditional television while also engaged in online activity.
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The IMMI goal is to passively measure the consumer’s media usage – both websites and all forms of video – from multiple sources at any time and any place throughout the day, truly a 360 view of consumer media usage behavior.
To do this, IMMI panel members install IMMI software on their smartphones and agree to keep the phones with them during waking hours. This allows IMMI’s proprietary software to passively and unobtrusively detect audio-video media that the panel member is exposed to throughout the day, regardless of location, as well as detect Internet and streaming video activity on the phone.
The panel member also agrees to install IMMI’s software on their computers, both at home and, where allowed, at their workplace. As with the smartphone application, the IMMI computer software passively and unobtrusively detects and reports the consumer’s Internet and streaming video activity.
How it works...
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RECENT FINDINGS
A new study by IMMI shows that 12.24 percent of men and women ages 18 and above that have PCs and Smartphones only used their PC to consume media in a given day. Of the 87.5 percent who watched media on some combination of television, online, or on their mobile phone, 75.51 percent watch television; 63.27 percent watched television and consumed media online using their PC and 2.04 percent used their mobile device online in addition to their television. The data also showed that only 10.20 percent of panelists watched television only (and did not use their PC or mobile device for media consumption).
Complete Results...
If we rank individual viewer groups by the types of delivery platforms they use to receive program/video content, we see that the number of people who viewed episodes on all available platforms (live television, DVR and online) represent the second largest viewer group.
This leads IMMI to conclude that once a technology adopter has embraced an alternative non-traditional mode for consuming video content, he or she is very likely to embrace multiple alternative modes for watching television.
Read more of IMMI's article in Media Magazine...
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IN THE NEWS
New research from IMMI shows booming smartphone use along with growing trend from TV toward PC for media consumption.
More From MediaPost…
IMMI has launched the next generation of its media-measurement platform with greatly expanded ability to monitor online consumer behavior. The company also has been issued a U.S. patent for its proprietary mobile media monitoring and measurement platform that uses an audio matching technology to passively gather data about panelists’ media consumption.
More From IMMI…
IMMI technology is a key part of a measurement ecosystem empowering people by giving them more access to valuable, peer-created information.
More From Forbes…
The importance of running advertising campaigns both on television and on the Internet was underscored by a new survey that shows viewers spend a significant amount of time surfing the Web while watching primetime programming.
More From TVWeek…
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