Social media impacting TV watching in the US – Horowitz

Social media is having an increasing influence on the TV viewing behaviours of US consumers, particularly in the younger age brackets, according to a new survey from Horowitz Associates.

‘Multiplatform Content and Services 2012’ finds that 24pc of 18-34 year-old adults and 30pc of 15-17 year-olds have started watching a show on TV because of something they saw online or through social media, compared to 16pc of total 18+ adult consumers surveyed.

In the survey, 14pc of social media users agreed that social media helps them remember to tune into shows they want to watch. This figures rises to 19pc among 18-34 year-old adult social media users and 28pc of 15-17 year-old social media users.

Furthermore, 12pc of social media users say interacting with other viewers through social media makes their TV shows more enjoyable (14pc among 18-34 year olds and 20pc among 15-17 year olds).

Eleven percent said they find themselves actively interacting — through social media or some other site/app — with content they are watching on TV, and 10pc said they enjoy posting to social media sites or other websites about shows they watch.  Younger viewers are more likely to actively engage with TV content.

According to Horowitz, these findings highlight the opportunity to strengthen network viewership and loyalty through a strong social media presence and interactive apps/sites designed to enhance the TV experience.

“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,” said Adriana Waterston, Horowitz’ VP of marketing and business development.  “It’s not as easy as it sounds, because social media is inherently organic, about personal empowerment and community-building.

“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.”

Grainne Rothery