Mobile Interactive Group Research Highlights Major Opportunity in Social Media and Participation TV Services

Mobile Interactive Group Research Highlights Major Opportunity in Social Media and Participation TV Services

LONDON, July 21, 2011/PRNewswire/ --

Social Participation TV (S P-TV) Will Drive Interactive Behaviour to
Generate $2.9bn Globally by 2016

http://www.migcan.com

http://info.migcan.com/MIGwhitepaper

Mobile and digital technology business Mobile Interactive Group (MIG)
today released a major research white paper on the trends and opportunities
in participation TV (P-TV) services in particular social channels across
global markets.

The research uncovers key technological and behavioural insights in to
the entire P-TV value chain, from the types of devices that consumers use to
interact with TV shows (tablet, internet, mobile, apps, SMS, fixed line) how
they multi-task with them whilst watching TV and over which payment channels
they prefer to purchase participation services such as voting and
competitions.

It also interrogates mash-ups between established social media channels,
in particular Twitter and Facebook, with TV and interactivity concluding
that there is an emerging and potent P-TV model based on interactivity
driven through social media -Social Participation TV, a new term identified
by MIG.

Key research findings include:

1. Mobile will become the main vehicle for interaction between viewer
and broadcaster

40% of mobile users are most likely to be multi-tasking using their
phone while watching the TV

2. Smartphone adoption will drive TV and mobile multi-tasking in UK and
US, creating a more engaged audience, and significantly increasing programme
interaction

The majority of multi-tasking occurs during the evenings and weekends
during peak TV times when online browsing declines and mobile browsing grows

3. Facebook will drive a shift in interactive audience behaviour away
from phone calls and text with these channels becoming peripheral in the
long term

Facebook mobile now accounts for 50 % of its 700 million users globally.
67% of all respondents indicated that the internet is the ideal way to
interact with TV shows with 50% of those indicating that Facebook would be
their preferred channel to purchase and use participation TV services such
as voting.

4. Interactive events via Facebook are expected to generate $51.7
million (GBP32.04 million) in the UK by 2012 and $2.9 billion globally by
2016.

MIG's global research into the Social Participation TV sector,
incorporated qualitative and quantitative insights from The IAB and PhonePay
Plus and Adfonic, and also drew conclusions from interviews conducted with
3,000 consumers in the UK.

Barry Houlihan, CEO, Mobile Interactive Group said: "Social
participation TV is a huge opportunity for MIG and our broadcast partners,
with mobile featuring as the key enabler and engagement tool. The mobile
device is ingrained in our daily lives, and is rapidly becoming a core
component in the ability to create an interaction between the viewer and the
TV.

As a medium, TV continues to be the biggest and best in terms of
attracting a large audience; and mass P-TV shows like Big Brother remain the
cornerstone for broadcasters in terms of interaction and entertainment,
whilst also opening new revenue channels."

MIG's global platform 'mVoy'
[http://www.migcan.com/2011/07/mobile-interactive-group-consolidate-upgrade-and-rebrand-global-technology-platform-to-mvoy ]
enables brands from all over the
world to interact, engage and communicate with consumers via mobile. mVoy
Engage provides media, broadcast entertainment companies with a definitive
toolset to power social interactive formats and services to viewers.

About Mobile Interactive Group

Mobile Interactive Group (MIG) is a global integrated mobile and digital
communications business and is the fastest growing privately owned
technology company in the UK and EMEA (Deloitte).

Comprising a unique combination of services, MIG specialist disciplines
include mobile technology and services provision; mobile billing, messaging
and mCommerce; mobile advertising and marketing; multi-channel digital
solutions; the design, build and publishing of mobile internet sites and
applications, and user experience design.

All platforms, products and applications are developed in-house and are
MIG's proprietary technology. Our global platform mVoy enables brands from
all over world to interact, engage and communicate with consumers via
mobile.

- mVoy Publish: Create, build, host & manage mobile commerce, mobile
websites & apps

- mVoy Communicate: Build & manage interactive messaging & multi-step
marketing campaigns

- mVoy Engage: Power social interactivity & voting via mobile sites,
apps, Facebook and Google +

- mVoy Connect: Enable & deliver high volume mobile messaging campaigns
& payments

MIG currently serves multiple sectors including Technology Providers,
Retail, Mobile Network Operators (MNO), Media, Broadcaster & Entertainment,
Financial Services, Public Sector and Government Agencies, FMCG, Original
Equipment Manufacturers (OEM). Additionally we have over 300 clients
including New Look, M&S, O2, Vodafone, ITV, Sky, Barclaycard,
MoneySupermarket, Sony PlayStation, COI, Walkers, Tropicana, Nokia, Samsung
and in May 2011 MIG announced its 'Preferred Developer Status' as selected
by Facebook.

Whether your objectives are to drive customer acquisition, increase
brand awareness, or encourage consumer engagement and participation - MIG
can get involved at variety of levels to achieve the desired results across
all mobile and digital channels. Innovation, technology, creativity and
passion remain core to everything we do and we aim to help our clients
understand the benefits of adopting a fully integrated, cross platform
communications strategy.

Source: Mobile Interactive Group (MIG)

For more information on MIG please contact: Tim Banks, infomob, PR, tim@infomob.co.uk, +44(0)7771-512-057

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