A study by Horowitz Associates has revealed that social media has a “disproportionate” impact on the viewing behaviours of young consumers.
The study found that a quarter (24 percent) of 18-34 year olds and 30 percent of 15-17 year olds have started to watch a TV show because of something they saw on social media or the internet. This compares with 16 percent of the total adult population surveyed.
Social media not only introduces people to shows, it also reminds them to watch their favourite programmes. Fourteen percent of users admitted that social media prompted them to tune in to shows they wanted to watch, rising to 19 percent among 18-35 year olds and 28 percent with 15-17 year olds.
The survey also found that more than one in ten viewers found themselves interacting through social media – such as Twitter – with the programme they were watching. Again it is the younger viewers who are more likely to actively engage with TV through social media.
The results of the survey point to the opportunities that can be made through connecting viewers with social media, which can improve the viewing experience. However, it needs to be done carefully as Adriana Waterston, VP of marketing and business development at Horowitz explained: “Harnessing the power of social media and social interactivity with TV is essential in order to keep younger viewers engaged with the live TV experience. In the social media environment, consumers do not want to feel marketed to or manipulated. A successful social media or interactive strategy must feel genuine, not fabricated.”
For more information on social media’s impact on television make sure you don’t miss out on MIPTV 2013, April 8-11 at the Palais des Festivals, Cannes. Here at EAS we’ll provide you with all your accommodation needs including rooms in the best and most centrally located hotels, private apartments, and even the odd luxury yacht or two. In addition we’ll organise all your transportation needs, book nightly entertainment and reserve tables at the city’s best restaurants. Clink on this link for more information.