Surveys: Many people are now watching TV online

Surveys: Many people are now watching TV online

As much as 20 percent of all TV viewing in the US now happens online, says a survey released this week by Integrated Media Measurement Inc. (IMMI), supporting other recent research which also indicates that the Internet is fast turning into the top choice for many.

For the first time this year, a significant part of the online audience for primetime TV episodes is not watching some portion of the show on TV, according to IMMI’s new survey results. Recent launches of sites like Hulu, offering full episodes of programs, is surely bolstering the trend.

For some shows, online viewing is higher than DVR playback. Yet the IMMI researchers also contend that only about one-third of American households own DVRs, whereas about 82 percent of them have Internet access.

About 29 percent of “traditional live TV viewers” use a DVR frequently, in contrast to just 22 percent of online TV viewers.

Around 50 percent of all online viewing was characterized by IMMI’s respondents as “TV replacement,” whereas 31 percent of the time, it was described as “catch-up viewing,” and 18 percent of the time as “fill-in viewing.”

Online TV as a “TV replacement” is certainly nothing new. As previously reported in BetaNews, in a study conducted by Burst during the recent Hollywood writer’s strike, almost half of those surveyed were spending more time than usual online, in order to avoid repeat programming on TV.

Although that particular study didn’t ask the TV defectors how they spent their time online, it’s probably a good bet that a lot of them were viewing videos.

Europe seems to be much further ahead of the US in watching TV online, according to a survey by Motorola. Even back in mid-2007, when that survey was published, 45 percent of respondents across the UK, France, Spain, Germany, and Italy claimed to be watching at least some TV online, with France taking the lead at 59 percent.

Given the choice, why do some people prefer watching TV online? Another recent survey — this one conducted by Simmons, a unit of Esperian — showed that viewers are 25 percent “more engaged” when watching TV online.

Released last December, the Simmons study defined “engagement” according to six characteristics that respondents identify with media: “personal time-out,” “social interaction,” “inspirational,” “trustworthy,” “life-enhancing,” and ad receptivity.

Although that could be, maybe people just find it interesting to get up off the couch, ditch the remote, and flip around between various Web sites – some showing TV programs, and others offering music, downloadable software, social networking, news, gaming, e-mail, search engines, and an endless array of other stuff.

Microsoft posts videos of users who liked Vista after thinking it was new OS

Microsoft posts videos of users who liked Vista after thinking it was new OS

Microsoft has posted actual videos from its “Mojave Experiment,” an effort to dispel negative stereotypes about Vista by making Windows users think they were running a newer operating system that was actually Vista.

While not referring to Mojave by name, Microsoft first talked about the project publicly during a meeting with financial analysts last week, when Bill Veghte, a senior VP, mentioned an experiment done by Microsoft among PC users who “have a negative perception relative to” Vista.

“They’re not using it, but they are predisposed to think about it in a negative way,” according to Veghte, who heads up Microsoft’s Online Services & Windows Business Group.

Veghte said the subjects in the experiment consisted of a focus group chosen through a phone survey based on random dialing. He then rolled video showing how users who’d voiced anti-Vista leanings in the survey — but were then duped into thinking they were looking at a new OS codenamed Mojave — liked what they saw, even though they were actually viewing Vista.

In practically the same breath, Veghte mentioned another survey done by Microsoft, this one conducted among existing Vista users. “We have 89 percent satisfied or very satisfied, and 83 percent of those customers would recommend it to friends, family, et cetera. That is a very good result when you compare and contrast the satisfaction levels on other products,” he contended at the meeting.

When early reports about Mojave emerged online late last week, BetaNews contacted Microsoft to find out more about the two surveys discussed at the analyst meeting, and whether their relationship — if any — to one another.

As it turns out, Mojave and Microsoft’s “Vista satisfaction” survey are not related — not directly, anyway.

“The source of the [Vista satisfaction] survey was Penn Schoen and Berland Associates, which is a different company than Microsoft is working with on Mojave,” a Microsoft spokesperson told BetaNews today.

Mojave, on the other hand, was aimed at getting a better understanding of “the reactions of customers to Windows Vista, when they were not aware that they were using Windows Vista,” she said.

“The people we tested were were a collection of Mac, Linux, and Windows users who have not made the switch yet to Windows Vista,” BetaNews was told. “We look forward to showing them on July 29.”

BetaNews asked Microsoft whether the Mojave videos will be released in Microsoft ads. “We intend to use these videos as part of some upcoming Windows Vista marketing treatments. You can expect to continue to see ongoing product marketing efforts around Windows that communicates its value to our customers,” the spokesperson maintained.

Early Monday evening, prior to the posting of the anticipated Mojave videos, a teaser site established over the past few days spilled a few other details about Mojave.

The Mojave Experiment took place over “three days in San Francisco, July, 2008,” according to postings on the site.

“Subjects get a live 10-minute demo of “‘the next Microsoft operating system – codenamed Mojave – but it’s actually Windows Vista,” the teaser site proclaimed.

More than 120 computer users viewed the “Mojave” demo, presented on an HP Pavilion DV 2000 with 2GB of RAM.