The study found increasing consumer use of apps from TV channels and shows and reported a 75% satisfaction rate among those that did use TV content apps in the quarter.
The most common consumer activities with these apps were watching video, looking up information related to programs, and purchasing related music or merchandise, according to the TV Channel and Network App Users study. Viewers also used the apps to check broadcast dates and times.
The research found millennials to have “much higher” interest in programme and channel specific apps than older consumer segments, and said that shows aimed specifically at this audience – like Gossip Girl – were “wise to develop a robust app offering.”
“This ‘second-screen’ generation is accustomed to consuming content on multiple devices,” said John Barrett, director of consumer analytics, Parks Associates.
Brett Sappington, director of research at Parks Associates added: “Companies in the television industry are experimenting with several approaches to TV-related apps for mobile devices. Some are already noting several benefits, including greater viewer immersion, the ability to appeal to viewers outside of the broadcast window, and new aspects to storytelling. However, the most important implication may be for advertising. As consumers increasingly tune into mobile devices during commercial breaks, these apps provide a way to keep viewer attention.”