Many media-driven events, whether watching sport, movies, or television, are now “multi-screen” events, with viewers also on their phones using social media to comment on the events as they unfold.  New research from Rutgers University explores how this process affects our enjoyment of the events we’re watching.

The authors highlight that despite repeated urging by headlines and producers alike to put phones down and truly enjoy the experience, consumers still find it very hard to part with their smartphone.  Major events are accompanied by a huge volume of social media activity as people comment along with events as they unfold.

The researchers examined the effect of generating this content on the level of immersion people felt towards the experience itself.  The results suggest that rather than detracting from the experience, it can actually enhance it.  Across nine experiments, the researchers found that when we create content around the event as it unfolds, our enjoyment of the event rises, with the researchers suggesting this is because our engagement with the event goes up.

“In contrast to popular press advice, this research uncovers an important benefit of technology’s role in our daily lives … by generating content relevant to ongoing experiences, people can use technology in a way that complements, rather than interferes with, their experiences,” the researchers explain.

Joining in

The researchers tested their theory across a wide range of events, including the Super Bowl, virtual safaris, and holiday celebrations.  Each experience differed in terms of its length and its pleasantness, and nonetheless, the researchers found that generating content about the event led people to feel more immersed in the experience, and also that the time felt like it was passing more quickly.  What’s more, this enjoyment even occurred when the content generated about the event was negative.  The important thing to note is that being on our phones does not automatically mean we’re being distracted.

“We found that when people choose to generate content, they tend to do so in a constructive way,” the researchers explain. “On average, people create content that is directly relevant to their current experience, with positive effects on their evaluations of the experience. However, when people use their technology to generate irrelevant content, this behavior is no longer beneficial. That is, only when people communicate about the unfolding experience itself does content creation increase immersion and enjoyment.”

Of course, for marketers, consumers talking about the events they’re experiencing is often highly desirable, and marketers strongly encourage this behavior with a range of incentives.  The research found that the most effective strategies could include providing an incentive for generating content, or alternatively to provide a “norm nudge”, that informs people how common this behavior is among their peers.  Both approaches appeared to result in more content being generated, with both also generating the same boost in appreciation for the experience.

So the notion that our phones distracts us from the events we’re supposed to be consumed by may be a notion that needs to be consigned to the dustbin, as the very opposite appears to be the case.