Social participation TV to gross $2.9bn by 2016

Big bucks to come from interacting with the TV from the mobile and tablet, says MIG.

A new white paper from Mobile Interactive Group says the process is well under way, with interactive events via Facebook expected to generate $51.7m (£32.04m) in the UK by 2012.

The research analyses the technological and behavioural drivers behind what MIG christens 'Social Participation TV' – examining how people are using tablet, internet, mobile, apps, SMS and fixed line to enhance their viewing.

It also looks at which payment channels they prefer to purchase participation services such as voting and competitions.

Key research findings include:
 
* Mobile will become the main vehicle for interaction between viewer and broadcaster
* 40 per cent of mobile users are most likely to be multi-tasking using their phone while watching the TV
* Smartphone adoption will drive TV and mobile multi-tasking in UK and US
* The majority of multi-tasking occurs during the evenings and weekends during peak TV times when online browsing declines and mobile browsing grows
* Facebook will drive a shift in interactive audience behaviour away from phone calls and text with these channels becoming peripheral in the long term
* 67 per cent of respondents said the internet is the ideal way to interact with TV shows, with half of them adding that Facebook would be their preferred channel to purchase and use participation TV services such as voting.

Barry Houlihan, CEO of MIG, said: “Social participation TV is a huge opportunity for MIG and our broadcast partners, with mobile featuring as the key enabler and engagement tool.