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Social TV Behaviors: Use of Social Media While Watching TV is High, While Use in Relation to what is on the TV is Low




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Report Summary:

Social TV behaviors have continued to evolve over the years; shifting from consumers passively consuming TV - to socially consuming TV as more and more social media becomes accessible via different devices and sources. Social media continues to provide interactive ways for consumers to watch TV shows, integrating social communication between friends and viewers alike with live TV (e.g. via associated hashtags), for a more compelling TV experience. However, while use of social media while watching TV is high for survey respondents in this study, use in relation to what is on the TV is low. Social TV concepts such as ‘Stevie’ Social Channels and RelayTV have the potential to change the way in which consumers interact with social media in relation to what they watch on TV – bringing social TV to the TV itself, rather than designate such behaviors to the personal device. While several participants in this study found such concepts appealing, many were apprehensive about their suitability on the larger screen; concerned that they may provide a “distracting” and “intrusive” TV experience.

Table of Contents

3.1     Region  7

3.2     Gender 7

3.3     Age  8

4.1     Region  10

4.2     Gender 11

4.3     Age  11

5.1     Region  16

5.2     Gender 18

5.3     Age  22

6.1     Region  25

6.2     Gender 26

6.3     Age  27

7.1     Consumer Awareness of the Ability to Interact with TV Shows Live  29

7.2     Current Use of Social Media to Interact with TV Shows Live  32

7.3     Consumers Use Twitter More Than Any Other Social Media Platform   35

7.4     Consumers are Not Interested in Interacting with TV Shows Live  35

8.1     Social Media Encourages Consumers to Watch New Shows  38

8.2     Consumers are Hesitant to Recommend TV Shows on Social Media  39

10.1   Stevie  43

10.1.1     Friends TV – Personal Social Feeds on TV  43

10.1.2     Social Channels  46

10.1.3     FollowTV  50

10.2   RelayTV  53


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