A new study by Simmons, a unit of Experian Research Services has found that consumers are 47% more engadged by ads that run with television programs viewed online than those watched on a TV set.
The study also found that viewers are 25% more engaged in the content of TV shows that they watch online than on a TV, are 18% more engaged in ads online, as opposed to print versions (magazines etc), and they are 15% more engaged in magazine articles online than in print form.
The shorter version: online rocks as a superior way to engage with customers.
According to MediaPost, the study defines “engagement” according to six characteristics that respondents identify with media: “inspirational,” “trustworthy,” “life-enhancing,” “social interaction,” “personal time-out” and ad receptivity.
Unlike some recent studies we’ve reported on, this one at least had a reasonable sample size of 74,996 interviews.