By Brian Solis:
Social media is more than a digital water cooler for TV and movies. The global conversation that takes place around events and the experiences people share based on what they watch teaches us about consumer preferences. More importantly, their activity influences behavior. Behavior counts for everything. Studying it is just the beginning of course. In order to understand and eventually steer behavior, we must translate activity into insights and in turn, translate insights into actionable strategies and programs.
The Hollywood Reporter recently published an exclusive poll about social media led by market research firm Penn Schoen Berland. As the report opens, THR notes, “There’s a sea change afoot in how Americans discover and consume entertainment.”
According to the study, 88% of respondents view social networking sites like Twitter and Facebook as a new form of entertainment.
Hours Spent Each Week Doing Online Activities
Social networking and listening to music top the activities for Generation-C and each is greater than the time spent watching full-length movies or television shows on a weekly basis.
- 8 Hours: Visiting social networking sites.
- 8 Hours: Listening to music
- 7 Hours: Watching full-length television shows.
- 4 Hours: Watching full-length movies.
- 4 Hours: Watching video clips (e.g. YouTube)
- 4 Hours: Instant messaging
How Social Networking Impacts Entertainment Choices
The report found that 79% of connected television viewers visit Facebook while watching TV.
Pollster Jon Penn notes, “Social media is the connective tissue that enables consumers to multitask during their entertainment experiences by connecting with others and sharing their opinions.”
Additionally, 83% surf the web while viewing TV and 41% tweet about the show they’re watching.
When we look at the psychology of engagement, this next stat becomes a bit more revealing. Of those who post about TV shows, 76% do so live and 51% do so to feel connected to others who might also be watching.
Comedies, Reality TV Put Social in Social Media
Social networking is in its own right a reality show made for the web. It is its own form of entertainment. And, as the study found, an overwhelming majority of people agree. When we look at the types of programs viewers are most likely to post about while watching TV, Comedy, Reality TV, Sports and News take the top four spots.
Types of shows people are most likely to post about while watching TV:
46%: Reality TV
26%: Cable News
Continue reading the rest of the story on Brian Solis’ blog