t he v irtual w atch p arty as a s econd -s creen e xperience melissa roadman & adam smith...
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THE VIRTUAL WATCH PARTY AS A SECOND-SCREEN EXPERIENCE
Melissa Roadman & Adam Smith
Convergence Capstone
Fall 2012
GOALS
Build a second-screen experience to complement the work of Project OpenVault.
Determine how effectively the experience was in engaging visitors.
Analyze what potential this form of a second-screen experience has in the future.
RESEARCH
What are people doing with mobile devices and television? 85% of tablet users use the device while
watching TV (Forrester Research) 30% of time spent on tablet is in front of the TV
(Nielsen) 62% of people use social media while watching
TV 67% use some mobile device while watching TV
(Ericsson) 37% are engaging in content related to TV
program watching (Viaccess-Orca)
THE PROJECT
VirtualWatchParty.com Optimized for mobile platforms Chat room for visitors to discuss issues and
results of the 2012 election with other mid-Missourians
VIP room where visitors could chat and discuss with scholars, politicians and policy experts
Provide information via connections to the Missourian’s unlocked voter’s guide
Beta Testing Presidential Debate #3
WHAT WE FOUND
1,623 unique visitors on November 6 and 7 2,559 pageviews 51 users signed into the page via Twitter
Allowed them to chat in the room Roughly half did so
9.5% of our visitors were engaged (if engaged is considered spending longer than 3 minutes) Almost all of those engaged spent between 10
and 30 minutes on the site Accounted for more than 25% of total page views
WHAT WE FOUND Where they came from to the site
1. KOMU.com – most unique visitors2. ColumbiaMissourian.com3. KBIA.org4. Facebook – most engaged visitors (spent 3+
min.)5. Facebook Mobile
WHAT WE FOUND
Where they came from (geography) Most unique visitors: Boone County Most engaged visitors: St. Charles
WHAT WE FOUND
Primary Research Survey on the party site and sent to attendees
afterwards Asked what visitors:
What was enjoyed most: “Commentary from students.” “The chance to interact with others.” “I liked the live chat idea!”
What can be improved: “I wish that the chat experience would have some
kind of sound or more of a visual element to keep me engaged…”
“It would be cool if the person’s photo could pop up next to their Twitter handle.”
“There were some connectivity issues with Internet Explorer.”
WHAT WE FOUND
80% were watching TV 70% visiting news websites 60% using social media Corresponds closely to secondary research
MOVING FORWARD
As an exercise in potential of second-screen experiences for mobile, data and participation are unclear.
There is an interest and an audience for second-screen experiences. The people who chose to engage stayed with it. Shows potential for events like the Academy
Awards, political debates and sporting events.