Study Says 62 Percent of Viewers Use Social Media While Watching TV

By Rob Scott
September 10, 2012

According to new data from Ericsson, 62 percent of people each week participate in social media activities during their TV viewing time, an increase of 18 percent over last year.
Four in 10 of those consumers are using social media to discuss the TV content they are watching.
Additionally, 67 percent of consumers are using tablets, smartphones or laptops for “their everyday TV viewing, both for video consumption and to enable a social media experience while watching TV,” according to Ericsson.
“But despite the growing popularity of on-demand viewing across many platforms, watching broadcast TV programming live is still the dominant viewing preference, the study found. Pair that insight with the social TV stat and you can see why a social TV strategy is so vital,” reports MediaPost. “Yes — consumers are watching on other devices, but by and large they’re watching on TV and they’re often also talking about the show thanks to social networks on their phones or mobile devices.”
“This research underscores how deeply habits are changing, and how essential it is for programmers and marketers to capture the TV viewer not only on the ‘first screen’ but also on the screen they use for interaction — the mobile one in most cases,” explains MediaPost.

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