MediaBug to Track Convergence and Disruption

London-based Decipher Media Research (DMR) has launched MediaBug, a bi-annual tracker promising media clients 'a unique perspective on the evolution of media consumption in the UK', with a specific focus on the disruption of established viewing behaviour by new technologies and services.

The new service, based on an online survey of 3000 UK consumers, builds on the converged media know-how of DMR's parent group, and is pitched at broadcasters, media agencies, TV platforms, content distributors and ad networks. MediaBug will look at how and why UK consumers are engaging content on different devices, and how choices about one device affect their use of another. For example the first report, just published, finds that consumers in homes with TV VOD (video on demand) show a clear preference for it over other devices used for VOD, and are likely to move their online VOD viewing onto their big screen. It also finds that around 85% of 2011 and 2012 Smart TVs are being connected to the Internet - far above initial rates of 40-50%.

DMR Director of Decipher Media Research Dr. Hamish McPharlin comments: 'While there are a variety of research tools monitoring basic take up of new platforms and devices, MediaBug builds on, and extends, the traditional approach for technology trackers. The element we are looking at is the inter-connectedness of device and service use.'

West London-based DMR is part of the UK's Decipher Group of companies, which includes Decipher Strategic Advisory and iBurbia Studios - and is not to be confused with US-based research technology specialist Decipher, which recently changed to calling itself Decrypt in the UK after a trademark dispute.

The MediaBug service is described in more detail at www.decipher.co.uk/mediabug .