LAS VEGAS and WASHINGTON, April 19, 2016 /PRNewswire/ -- Much has been written about the passive TV viewer, distracted by other devices while they consume entertainment and news on their first screen. Media, advertising and technology companies have been looking at ways to measure and enhance engagement in this fractured space. One such tool is Microsoft Pulse.
Today at the National Association of Broadcasters (NAB) Show in Las Vegas, Microsoft and PSB are releasing the results of research showing the value of Microsoft Pulse in attracting and enhancing the viewing for engaged consumers.
Microsoft commissioned PSB to conduct an independent, scientific study to understand the impact Microsoft Pulse has on viewership engagement, using the 2016 State of the Union address as a case study. The study looked at a group of individuals who used Microsoft Pulse for a least a portion of the address – or "Pulse Users" – and compared them to a group of individuals who did not interact with Microsoft Pulse – or "Non-Pulse Users". Additional detail on the study methodology is below.
Key findings from the study are as follows: (parentheses show the difference between Pulse Users vs. Non-Pulse Users)
- Microsoft Pulse attracts an engaged and tech savvy TV audience. Pulse Users are significantly more likely to follow news and events 'very closely' compared to Non-Pulse Users. Pulse Users demonstrate higher levels of interest across a wide range of diverse topics, including: politics (+12), domestic current events (+14), global current events (+16), business and finance (+22), technology (+28), science and health (+21), sports (+22), arts and entertainment (+23), celebrity and gossip (+18).
- Pulse users are also more politically engaged. Pulse Users are more likely to be registered voters (+4), to have voted in the last Presidential Election (+8), and to have watched a primary debate for both parties (+11).
- Those who Pulse stay more engaged with TV content and events. Pulse Users are significantly more likely to have returned to the State of the Union address after changing the channel, turning the television off, or other distraction. Asked if they returned to the State of the Union address after changing the channel or turning the television off, 86% of Pulse users said yes, compared with only 47% of Non-Pulse Users (a 39-point difference).
- Pulse Users are more likely to start and engage in conversion around the TV content and programming they're watching with their peers. They are more likely to discuss the programming with other people in the room (+10), search the web for information related to the event (+15), check social media for content related to what they're watching (+18), post content to social media related to what they're watching (+17).
- Pulse Users enjoy being given the opportunity to engage in real-time with TV content. Sixty-four percent said they are very likely to interact with Pulse again, and 76% said they are very likely to tune in to next year's State of the Union address (a positive 19-point difference with Non-Pulse Users).
"The media industry has a multitude of research studies highlighting consumers are increasingly distracted and dis-engaged as they watch TV," said David James, Senior Vice President, PSB. "The results of this study point to an option the industry can consider to grab the attention of and engage with consumers."
"This important research validates the power of Microsoft Pulse as an engagement and feedback service for today's burgeoning live and digital video content environment," said Dritan Nesho, head of Microsoft Pulse and Director of Technology and Civic Engagement at Microsoft. "Pulse attracts audiences and improves engagement for passion groups across news, politics, business, entertainment, and sports, generating invaluable information and feedback."
About the study: PSB surveyed 2,000 General Population respondents online in the two days preceding the State of the Union address. Half (1,000) were invited to watch the address, and the other 1,000 were invited to watch the address and instructed to do so while engaging with Microsoft Pulse on CNN. Both sets of respondents were then asked to complete a follow-up survey in the 24 hours following the State of the Union address. The State of the Union address was given by President Barack Obama and televised on Tuesday, January 12, 2016 at 9pm Eastern Standard Time.
Click here for more information including graphics go to: http://psbresearch.com/wp-content/uploads/2016/04/Microsoft-SOTU.pdf
ABOUT PSB: PSB is a global strategic communication advisory rooted in the science of public opinion that specializes in messaging and strategy for blue-chip political, corporate and entertainment clients. PSB has over 40 years of experience in leveraging unique research-based insights to provide clients with a competitive Winning Knowledge™ advantage. PSB is a part of Y&R and WPP. Learn more at www.psbresearch.com
ABOUT MICROSOFT PULSE: Microsoft Pulse is a leading customer engagement and research service offering real-time online voting and analysis. Pulse provides scalable opinion and sentiment tracking using any internet-connected device through an easy to set up digital dial test, as well as instant polls and surveys. You can use Pulse to track audience sentiment throughout a live event, or collect feedback and sentiment across the time span of a pre-recorded video. Set up your first Pulse session in minutes today at microsoft.com/pulse and follow Pulse at @microsoftpulse.
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