Social Media

More U.S. TV Viewers Combining TV With Social Media: Study

4/17/2012 12:46 PM Eastern

U.S. TV viewers are getting more accustomed to combining TV with social media, or at least with seeing the two linked.

A survey of 1,000 viewers/Internet users by Accenture found that 64% recall seeing social media symbols like Facebook "likes" and Twitter hashtags while watching TV. And even more important for the TV programmers trying to promote social media, a third of viewers have gone online to interact after seeing the symbol.

According to the company, "participants were shown images of various social media symbols and asked a series of questions about their familiarity and use of them while watching television." The March 2012 poll was an online survey, so it was already geared toward a net-friendly audience.

The figure for those who interact jumps to 63% for ages 18 to 24 and 46% for 25 to 34. Interestingly, the 55-to-64 demo (24%) topped the 45-to-54 group (19%), while the 65-plus set trailed at 11%.

There were lots of reasons given for following up on the social media TV cues. The top (43%) was to get more info about a show or product. That was followed by getting coupons or promotional codes (32%), entering contests (31%), watching a video (26%), socializing (21%), recommending/sharing video with others (20%) and buying something (16%).

The vast majority of respondents said they got what they expected out of their TV-prompted online visits, with 74% saying it met expectations, with 10% saying it did not and 15% saying it exceeded those expectations.

The biggest barrier to even more interaction with social media was disinterest in the content or info they would find (60%), uncertainty about how to interact (23%), inability to access it (15%) or that the symbol was not displayed on TV long enough to access (11%).

The sample was of people 18-plus, weighted by age, gender, geography, race and education.

September