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

THE PROJECT

THE PROJECT

THE PROJECT

THE PROJECT

Promoted by KOMU, KBIA and the Missourian

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

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)

WHAT WE FOUND

Where they came from (geography) Most unique visitors: Boone County Most engaged visitors: St. Charles

WHAT WE FOUND

How people were accessing the party

Chart 5

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

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.

MOVING FORWARD

Changes: Twitter- retweeting and own feed Mobile-native Conversation Prompts Fewer rooms See who is signed in More pronounced presence of VIPs Technical issues- links, browsers, design Other ways to sign in