A neurological research study released at the Mobile World Congress in Barcelona has scientifically proven that mobile users prefer to “watch” video with their ears.
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, 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 bandwidth.
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 entertainment.
Neuro-Insight is a leading global neuromarketing firm that uses a unique brain-imaging technology to measure the consumer´s response to communications.
DTS, Inc. (NASDAQ: DTSI) is a premier audio solutions provider for high-definition entertainment. 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.