Consumers’ interaction with social media in relation to their television viewing is relatively modest compared to other forms of communication and lags behind other online media, TV promotions and, especially, offline communication, according to a new study. Only 12% of respondents use social media one or more times per day concerning TV.
However, the number jumps to 37% using social media one or more times per week – suggesting growth potential for social media as an influence on TV viewing. Half of these respondents report viewing TV concurrently with using social media. The research also identified several groups who are highly connected to social media and television, and who represent an important opportunity for marketers. These are among numerous findings from an extensive, multi-pronged study, entitled “Talking Social TV,” to help determine how social media interaction impacts television viewing.