Social Media Chatter Ups Live TV Stats
Rather than cannibalize “old media,” some online activities can actually boost viewership. In particular, new research shows that social media can significantly increase consumers’ TV time.
A majority (58%) of heavy engagers -- i.e., consumers who share related thoughts via social networks at least 10 times a week -- report watching more live TV, according to an iModerate Research Technologies study.
Adam Rossow, vice president of marketing at iModerate, says there are several reasons for the synergy. “The respondents in this study consistently remarked that it makes TV more fun,” he said.
There is also “the desire to keep up with the conversation” -- especially if and when someone becomes recognized as an online authority on a particular show or genre.
An increasing number of viewers also "love the social interaction and frequently add shows to their viewing lineup due to social chatter,” Rossow notes. “That adds up to more time spent on social networks and more hours watching television.”
Among some 150 males and females who engage in what Rossow calls “social TV” at least once a week, the emerging behavior has also made these viewers into more active consumers and influencers.
To that end, one-third of respondents said their primary reason for engaging in social TV was either to give feedback to the television network or to show support for their television program.
What sort of consumers are participating in social TV? iModerate found three specific types, which it groups as “The Spots Nut,” “The Extrovert” and “The Girlfriend.”
Sports nuts are 25-54 males who partake in social TV primarily for “big games.” They post more than five times a week on social media and enjoy debating sports, talking trash, celebrating and venting about their teams and showing off their sports knowledge.
Extroverts are 18- to-34-year-old males who have a vast network of virtual and personal friends. They make new friends online in chat rooms. By posting about social TV, they consider social friends to be “real” friends.
Finally, “the girlfriend” is a 25-44 female who mainly engages in social TV while watching dramas and reality shows. According to iModerate, she relates deeply to her favorite shows and looks forward to the “girls’ night out” aspect of interacting with them through social TV.
The study also found that beyond giving feedback and supporting their shows, individuals engage in social TV to be relevant and recognized, be part of a community, maintain relationships, and have virtual “hang out time” with friends.
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
Be the first to comment on "Social Media Chatter Ups Live TV Stats"
Leave a Comment