Lovely bit of experiential marketing > A DRAMATIC SURPRISE ON A QUIET SQUARE by turnerbenelux via @lakey @ysekand

Whether on a smartphone, tablet or laptop, using a second screen to tweet about TV is becoming a common occurrence - and it is called “chatterboxing”.

According to a survey conducted byTV Licensing, those aged 18-24 are the biggest uptakers of chatterboxing, with 46% of people who use social media taking part.

But the 25-34s are catching up - with 43% now chatterboxing, and in the 35-44 age range, 31% are already using second screens.

Communications manager Dan McLoughlin has been chatterboxing for months.

He said: “It makes TV such a social experience. We don’t often sit with family or friends to watch TV any more, so it makes it social.

The way that people choose to entertain themselves now, is not just listening to the radio during the day and watching the television in the evening. It’s far more about getting their news online, some on television, talking about it, recording it.

Emma Mulqueeny, from developer network Rewired State

“On these panel shows like X Factor or Strictly (Come Dancing), I value the comments of my friends and other people tweeting - and celebrities - more than the actual people on the panels themselves.

“I’m more excited by what happens on Twitter than what’s on the programme itself.”

Broadcasters are getting wise to this. They have realised if many people are tweeting about a programme while it is on air, more people will read about it, then tune in.

Social TV applications have been developed specifically for second screens.

On apps like Zeebox, Miso or Getglue you can tweet next to a live TV feed.

This is where money can be made because some of these apps have “click to buy” options, so users can directly purchase products advertised on TV.

Emma Mulqueeny, from developer networkRewired State,said: “With adverts, people can now pause and fast-forward.

“So advertising through television needs to become more clever and more directive marketing, bearing in mind what people are talking about.

“It’s difficult to guess what this is going to be like in two or even three years’ time.

More at: http://news.sky.com/home/technology/article/16189017

Mobile discovery company Shazam announced Tuesday (11/8) that USA Network’s hit show Covert Affairs will now feature Shazam for TV. Covert Affairs joins several other “Shazamable” shows, which means it will include call-outs during the show for viewers to use the Shazam app to tag music in the show and gain access to special photos and video. This feature will be available beginning with the second season of the popular TV-drama. Shazam for TV is an innovative app that allows users to interact with TV shows and access exclusive content using their mobile devices.  When a user tags the episode, they will be taken to a unique Shazam mobile commerce store powered by Delivery Agent. Delivery Agent manages all commerce for NBC Universal and dozens of other entertainment corporations as well.  Viewers will also be able to use Shazam for TV to download wallpaper on their phone, share content on social media websites, “like” the Covert Affairs Facebook page, in addition to purchasing show merchandise.  One of the most unique features of this application is that users will be able to access and purchase fashion brands seen on the show. For example, if a Shazam user is watching Covert Affairs and they notice the main character is wearing an article of clothing that they want to purchase, they can simply tag the episode on Shazam and choose the option to “Shop Covert Affairs”. Users will then be able to purchase the fashion brands seen in the show directly from the mobile commerce store. As a new feature to the Shazam app, all merchandise will be available to purchase through a single-button buying process.

More at: http://www.zippycart.com/ecommerce-news/3145-shazam-integrates-television-and-mobile-ecommerce.html

Starting with ‘smart TV’, YouGov says that only 15% of UK consumers say they will own one within the next 12 months. A multi-country study was carried out in November 2011 with almost 13,000 respondents and the full findings on technology device ownership, content and attitudes is due for full release in Q1 2012.

As we’ve covered heavily over the past few weeks, the TV set will soon become a key device that people use to access internet content either directly via a games console (such as the Xbox 360) or other ‘plug-in’ box such as Boxee or YouView (a new partnership between major broadcasters such as the BBC and Channel Four as well as BT).

Inthe area of smartphones, YouGov says that 86% of smartphone users ignore advertising on mobiles. YouGov’s Smartphone Mobile Internet Experience study tracks consumer experience of smartphones, mobile internet and applications, quarterly. The next wave of the tracker begins in December 2011 with a report due in January 2012.

Now on the surface this conflicts with recent IAB research that suggests 82% of smartphone users and 73% of tablet owners they wsurveyed (a total of 600 people) said that not paying a subscription but having advertising on mobile websites was the preferred approach.

With regards to radio, YouGov says that just over one in five (22%) of 18-24 year olds have listened to the radio via a portable radio set (including DAB). However, over one third (38%) of this age group has listened to radio streamed over the internet.

Finally, tablets. Russell Feldman, associate director of technology at YouGo says that nearly one quarter (24%) of tablet users access the internet in bed – which supports another suggestion from IAB that tablets are the ideal ‘downtime device.

IAB stats from last month claim that more than 50% of tablet interactions were found to take place in the late evening (between 7 - 12pm) resulting in tablets being the most used device amongst owners in the evening. Tablet usage then accelerates during the weekends with 25% of respondents choosing to use their device during their downtime and 49% agreeing the tablet is the device that best allows them to be entertained.

More at: http://econsultancy.com/uk/blog/8542-yougov-releases-consumer-predictions-for-2012

New TV and social media trend among the youth: study | Reuters

“Eight out of 10 respondents to the poll said they used Twitter, Facebook or other mobile applications to actively comment on shows and chat with their friends as they watch.

“The audience have already taken their seats and are ready to join the conversation,” James said. “It’s now up to the TV companies to tap into this huge and lucrative market.”

One of the key findings of the study was that Social TV is popular because it allows young people to instantly comment on their favorite shows to friends in different locations via the web or mobile phones.

The British survey discovered that the most common way to communicate is to use Twitter (72 percent), followed by Facebook (56 percent) and mobile applications (34 percent), while 62 percent of Social TV users like a combination of all three.

The study found that 34 percent of respondents described the trend as “fun,” 32 percent said it made television “more interesting” with 42 percent mentioned the “community” aspect of Social TV.