|[February 26, 2014]
Mobile Users Prefer to 'Watch' Video with Their Ears, New Study Says
BARCELONA, Spain --(Business Wire)--
MOBILE WORLD CONGRESS 2014 - A neurological research study
released today at the Mobile World Congress (News - Alert) in Barcelona has
scientifically proven that mobile users prefer to "watch" video with
By measuring the brain activity and impulses of viewers watching mobile
video, researchers at New York-based neuro-marketing firm Neuro-Insight
were able to show that audio delivered in Headphone:X™ generated a much
bigger pleasure reaction than video.
"Headphone:X audio was the clear winner in this study," said Pranav
Yadav, CEO of Neuro-Insight. "When we switched to enhanced audio, the
patterns of brain activity seen were similar to those seen when we eat
something we find enjoyable, hear a funny joke or, for that matter,
anticipating the 'high' associated with an addictive drug. Increasing
the video quality did not achieve the same results or reactions."
"The results we saw were groundbreaking," continued Yadav. "Audio is a
key component of an audio-visual experience-mobile users simply liked
the content a lot more with Headphone:X audio even when the video
quality was not as high, as compared to seeing the same visual stimulus
with higher quality video but ordinary audio."
Geir Skaaden, senior vice president for audio technology company DTS (News - Alert),
Inc., which commissioned the research, said that the "Sound Matters"
study contains a major lesson for the mobile operator and online video
communities that could impact the way they manage and maximize precious
"Audio enhanced by Headphone:X really takes up very little bandwidth and
can be delivered at a much lower cost than higher quality video,"
Skaaden said. "Operators who re-balance their use of bandwidth to offer
enhanced audio will not only save money, but they will also deliver an
immediate improvement in the customer experience."
"The study shows conclusively that streaming an audio track enhanced
with Headphone:X alongside a standard definition video delivers
increased enjoyment over even the highest quality-and bandwidth
hungry-video," he added.
"The lesson is simple," said Skaaden. "In streaming video, the audio
track is the key component for user enjoyment and engagement."
Note to Editors:
DTS will present the results of the study at the Mobile World Congress
in Barcelona on Wednesday Feb. 26, 2014 at 2 p.m. in the Conference
Village, Hall 4, Auditorium 1.
The company will also conduct a world-first mass demonstration of
the DTS Headphone:X technology, which delivers a high-quality surround
sound experience throughany standard set of headphones. Delegates in
the session will receive a small MP3 player with earbud headphones
featuring audio tracks of differing quality levels, including one that
applies the DTS Headphone: X technology.
About the Study:
The "Sound Matters" study was carried out by Neuro-Insight in New York.
It involved more than 100 men and women age 18-35. All of the testers
were regular users of mobile phones and tablet PCs for mobile
The group was shown four pieces of video content with quality
adjustments made to audio and video components. Content was viewed on a
tablet and the audio was delivered through standard earbuds. The
sequence of video clips was varied across the group.
The viewers' neuro-reactions were measured using Neuro-Insight's
proprietary SST technology, and were analyzed using five different
Long-term memory encoding: A measure of how much the brain is
Engagement: A measure of content's personal relevance
The Hedonic Index: A measure that equates broadly to how likeable an
Emotional Intensity: The strength of any emotional response
Attention: Measures how much visual attention is being paid to the
Overall, switching to Headphone:X from standard-quality audio generated
an average increase of 42 percent in the Hedonic Index across all video
qualities, demonstrating greater enjoyment of the content by the test
Interestingly, the biggest increase in enjoyment came when Headphone:X
audio was added to medium quality video-a 66 percent spike. Adding
Headphone:X audio to low-quality video generated a 29 percent increase,
while adding it to high-quality video added a 35 percent increase in
enjoyment on the Hedonic Index.
In contrast, maintaining the audio quality and varying the video quality
had very little impact-movements of less than one percent across the
board. The impact of changes in video quality on tablets was
Neuro-Insight concluded that only enhanced audio made a significant
statistical difference across any of the measures. The 42 percent
increase in the Hedonic Index while experiencing content with
Headphone:X audio is a result that's significant at the 95 percent level.
For more information about the study, and to hear the difference that
enhanced audio makes when enjoying mobile content, visit DTS at Mobile
World Congress, stand 5i30 in hall 5.
Neuro-Insight is a leading global neuromarketing firm that uses a unique
brain-imaging technology to measure the consumer's response to
communications. Neuro-Insight measures implicit and unsolicited
responses to any kind of stimulus on any platform which allow
Neuro-Insight to deliver unique insights into the consumer's real
response to how a creative, content or piece of design is affecting them
at both a rational and an emotional level. Neuro-Insight's technology is
both diagnostic and predictive in nature making it one of the most
powerful evaluation tools available today. Neuro-Insight boasts an
enviable portfolio of clients that range from the biggest TV networks to
top brands within the CPG, insurance, fashion, and auto sectors.
Neuro-Insight owes its success largely to the unprecedented strength of
Steady-State Topography (SST)-a technology invented by Neuro-Insight's
founder and licensed only to Neuro-Insight. SST has had the rare honor
of being both scientifically and commercially validated.
All of Neuro-Insight's activities are carried out in strict accordance
with an ethical policy.
About DTS, Inc.
DTS, Inc. (Nasdaq: DTSI) is a premier audio solutions provider for
high-definition entertainment experiences-anytime, anywhere, on any
device. DTS' audio solutions enable delivery and playback of clear,
compelling high-definition audio, which is incorporated by hundreds of
licensee customers around the world, into an array of consumer
electronic devices. From a renowned legacy as a pioneer in high
definition multi-channel audio, DTS became a mandatory audio format in
the Blu-ray Disc™ standard and is now increasingly deployed in enabling
digital delivery of compelling movies, music, games and other forms of
digital entertainment to a growing array of network-connected consumer
devices. DTS technology is in car audio systems, digital media players,
DVD players, game consoles, home theaters, PCs, set-top boxes, smart
phones, surround music content and every device capable of playing
Blu-ray™ discs. Founded in 1993, DTS' corporate headquarters are located
in Calabasas, California. DTS also has offices in Los Gatos and Santa
Ana, California, Washington, China, France, Hong Kong, Ireland, Japan,
Singapore, South Korea, Taiwan and the United Kingdom. Copyright 2014,
DTS, Inc. DTS, the Symbol, and DTS and the Symbol together are
registered trademarks of DTS, Inc. All other trademarks are the
properties of their respective owners. All rights reserved.
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