SlideShare una empresa de Scribd logo
1 de 17
Descargar para leer sin conexión
March 12, 2012
our social tv story
As we see it, social tv refers to connecting with people via social networks while watching television.
It combines discovery and experience.




                                         Discovery             Experience
                   Using a social network of friends and       Watching content together and
                   associates to discover new concepts         commenting on it in real-time while
                           that are of collective interest.    in different locations.




           Social TV is changing the way people interact with TV by adding a sense of community
           with instant, two-way communication.
project overview
Background
We took a closer look into the motivations behind how and why people utilize social media in real-time
to discuss what they are watching, and better understand the impact it has on their viewing.

Methodology
To do so, we conducted a hybrid study that was both quantitative and qualitative.
150 respondents completed the online quantitative study.
40 of which participated in one-on-one conversations online.
Respondents included both males and females aged 18+ who spent at least one hour per week watching
television and typically comment or post about programming at least once a week.




Our Questions
Who is engaging in social tv?                                                                        who are
How do people use social media while watching tv?              In order to determine…          social tv
Why do people use social tv?                                                                     gurus
How does social tv influence their viewing habits?
who are
           social tv gurus?
  The Sports Nut   The Extrovert   The Girlfriend
who are
              social tv gurus?
                                             The Sports Nut
                                             Male between 25 and 54 years old
                                             Watches more than 5 hours of TV a day
                                             Watches sports, comedy, and especially enjoys Social TV for “big games”
                                             Posts more than 5 times a week on Social Media
                                             Engages in Social Media to feel connected and enjoys the “company”
                                             of close friends with like interests
                                             Enjoys debating sports, razzing buddies, celebrating and venting about
                                             teams’ successes and failures, and showing off knowledge of sports




   I can razz my buds in real time and tell them their team made a great play or screwed up.
   If you’re a friend of mine and you’re on Facebook or Twitter, and I know you are on, I’ll write
   something that will get you to respond! Like, “How stupid can your quarterback be?“ For me, it’s a
   way to chat with old friends about a common interest – what we used to do in person!                       Facebook
                                                                                                             Male, 45-54
who are
              social tv gurus?
                                                The Extrovert
                                                Male between 18 and 34 years old
                                                Watches more than 5 hours of TV a day
                                                Posts more than 5 times a week on Social Media
                                                Has a vast network of virtual and personal friends all over the world
                                                Makes new friends online through chat rooms and via posting
                                                about Social TV
                                                Considers online social network as “real” friends, even if they
                                                don’t actually “know each other”




   I like using it to react with my friends in other areas of the country, and world, in real-time as things
   happen. It's as if I have them on the couch with me, but with the convenience of us all being in our
   own homes.
                                                                                                                    Facebook
                                                                                                                   Male, 18-24
who are
             social tv gurus?
                                            The Girlfriend
                                            Female between 25-44 years old
                                            Mainly engages in Social TV while watching dramas and reality shows
                                            Uses Social TV to connect with her real life friends and family about
                                            shows that they all enjoy
                                            Relates deeply with her favorite shows and looks forward to the “girls’ night
                                            out” aspect of interacting with them through Social TV




   When I'm watching a movie or TV show and other people are watching it too, we can talk about the
   characters and how they should have done this or that . Or, the outfit someone has on. It's like
   watching TV with someone right in the room with you. [Person A: “Who’s watching “The Game?''
   Person B: “Girl, you see what Mel got on?'‘ Me: “Yeah, that’s cute.” Person A: “Why Derwin acting            Facebook
   like that?” Person B: “He wouldn't be talking to me like that!”]                                          Female, 35-44
how are they using social media?
                        Facebook Status Update                                                                 91%

      Comment on a friend's Facebook Update                                                           62%

                Comment on a show's FB Page                                           41%

                            Twitter Status Update                                   38%

                    Twitter Comment / Re-Tweet                              27%

                  Comment on a show's website                               27%

                                               Blog            9%

                       Check in on GetGlue.com              6%

                           Comment on Tendrr.tv          2%



      In what way do you typically engage in Social TV?
      My use of Social TV has increased over time with the availability of Facebook, the Facebook app,
      text, etc., and probably will continue to increase. New technology like the iPhone, and social media
      websites like Facebook, allow me to share comments more easily with friends.                            Facebook
Q14                                                                                                          Male, 35-44
why do people use social tv?


                                                People engage in Social TV for a sense
                                                of relevance and recognition.
                                                29% of respondents engage in Social TV primarily “to advise my network of
                                                friends and let them know what’s good and what’s bad.” This is more
                                                important to men than women (36% vs. 21%).
                                                People want to start a conversation. They want their posts to generate “likes”
                                                and feedback because it makes them feel important, loved, and
                                                in-the-know.




    I’ll just post my opinion and sit back to see who wants to talk about it. The goal is to engage friends
    in a discussion.

                                                                                                                   Facebook
                                                                                                                  Male, 25-34
why do people use social tv?


                                             Sharing the experience of watching TV
                                             strengthens relationships by maintaining
                                             connections.
                                             23% of respondents engage in Social TV primarily “to be connected
                                             with others who have similar television program likes and dislikes.”
                                             Maintaining relationships takes work and people view Social TV as
                                             an effective and important way to ensure that even long-distance
                                             or virtual friendships stay current and invigorated.




    It’s a good way for my friends and I to have a common interest and something to bond over.
    It brings us closer by giving us something to talk and speculate about.

                                                                                                               Facebook
                                                                                                              Male, 18-24
why do people use social tv?


                                                  For parents, Social TV is “virtual”
                                                  hang out time with friends.
                                                  It’s a way for parents to balance their family obligations with
                                                  their desire to relax with friends.
                                                  While a new mom doesn’t get to hang out with the girls very often,
                                                  and a family man can’t justify a Sunday afternoon at the bar with
                                                  his buddies, Social TV allows them to live their current role without
                                                  totally abandoning who they used to be.




    I’m a mommy who is always home alone and my husband is always working, so it feels nice
    not to feel not alone and still doing the things I did before being pregnant. I feel like I am hanging
    out with other people when I really never get to. It feels like I can still enjoy things
    as part of a group. I like feeling like I still have a life and interacting with my old friends who are not        Facebook
    parents yet.                                                                                                    Female, 18-24
how does social tv impact viewing habits?


                                              TV viewers are active consumers.
                                              People are no longer being passive and just watching shows, they
                                              are engaging in two way conversations about the content of the
                                              show giving them the power to transform TV.
                                              Social TV can be a tool to influence programming.
                                              15% of respondents say their primary reason for engaging in
                                              Social TV is to “give feedback to the television network.”
                                              18% say it is to “show my support for the television program.”




    When I post, I feel empowered because I believe that my opinion can help or hurt my favorite
    shows or products.

                                                                                                                Facebook
                                                                                                               Male, 35-44
how does social tv impact viewing habits?


                                               Social TV has become a mass influencer.
                                               People take social media chatter seriously.
                                               If a member of their network suggests a show, they often check it out.
                                               Online buzz can motivate people to try shows out of curiosity and out
                                               of desire to keep up with the conversation.




    It influences me to watch shows that others are talking about that I would not normally
    be interested in. I started to watch The Voice because of others on social media.

                                                                                                                 Facebook
                                                                                                              Female, 18-24
how does social tv impact viewing habits?
Live viewing is becoming more important.
People feel that if they want to be part of the conversation, they need to watch live or they will miss out.
A key part of the fun of Social TV is that it’s taking place in real-time. This is what lets it serve as a stand-in
for physical social interaction.
Those who post 10 times or more per week were far more likely to say they watch more live television,
while those who post only once a week said their viewing is about the same.


                                            58%                                       55%
                             46% 47%                                                         49%
                                                                                                             42%
                                                                                                   37%
                       31%

                                                      14%           16%
                                                              5%
                                                                          0%
                             More Live TV                 Less Live TV                      About the Same


            Since you started engaging in Social TV, would you say you have been watching                          Times per Week
            more live television, less live television, or about the same?                                                     1
                                                                                                                             2-5
                                                                                                                            5-10
  Q18                                                                                                                       + 10
how does social tv impact viewing habits?


                                             Social TV increases overall TV watching.
                                             Because Social TV makes TV more fun, many people find their
                                             viewing increases as they become more engaged.
                                             They enjoy the social interactions and are also adding shows to
                                             their viewing lineup, both of which have the net effect of increasing
                                             how much TV they watch.




    For me, Social TV, increases enjoyment and now, I generally watch more TV than I did before.
    Now, I usually watch while I’m on the laptop at the same time.

                                                                                                                 Facebook
                                                                                                              Female, 18-24
how does social tv impact viewing habits?
Social TV posting increases as respondents spend more time on Social Media.
Not surprisingly, the more time respondents spend using social media each day, the more often they
tend to post on Social TV.

                                                                                                            75%

                                                                           63%
                                           54%
                  47%


                                                 28%                 26%
            21%
                        16% 17%                                                                       17%
                                                       13%                       11%
                                                                                                 8%
                                      5%
                                                                0%                         0%
                  Once a Week           2-5 Times per Week           5-10 Times per Week        10 + Times per Week


           How much time, on average, would you say you spend on social media                            Hours per Week
           site(s) per day?                                                                                        <1
                                                                                                                   1-2
                                                                                                                   3-4
  Q7                                                                                                               +5
let’s talk


             Contact us.
             iModerate
             720 South Colorado Blvd.
             Suite 500 N
             Denver, CO. 80246
             Phone: (303) 333-7880
             Fax: (303) 333-7844

Más contenido relacionado

Similar a A Closer Look At Social TV

2nd life
2nd life2nd life
2nd life
Drew
 
Social Media for Parents
Social Media for ParentsSocial Media for Parents
Social Media for Parents
agoldberghvs
 
You tube and facebook final presentation october 2010
You tube and facebook final presentation october 2010You tube and facebook final presentation october 2010
You tube and facebook final presentation october 2010
Harriet Clarke
 
Theory audience pro-forma
Theory  audience pro-formaTheory  audience pro-forma
Theory audience pro-forma
Alex Hiscoe
 
Drew dondelinger virtual communities- final draft
Drew dondelinger  virtual communities- final draftDrew dondelinger  virtual communities- final draft
Drew dondelinger virtual communities- final draft
Drew
 
Drew dondelinger virtual communities- final draft
Drew dondelinger  virtual communities- final draftDrew dondelinger  virtual communities- final draft
Drew dondelinger virtual communities- final draft
Drew
 
The Millennial Footprint on Media and Entertainment
The Millennial Footprint on Media and EntertainmentThe Millennial Footprint on Media and Entertainment
The Millennial Footprint on Media and Entertainment
Warren Wright
 
Social Media Data MiningJoe receives an e-mail for a friend requ.docx
Social Media Data MiningJoe receives an e-mail for a friend requ.docxSocial Media Data MiningJoe receives an e-mail for a friend requ.docx
Social Media Data MiningJoe receives an e-mail for a friend requ.docx
samuel699872
 
Social media for educators
Social media for educatorsSocial media for educators
Social media for educators
Dianne Ross
 
Social Media and Children
Social Media and ChildrenSocial Media and Children
Social Media and Children
AdeKoh123
 

Similar a A Closer Look At Social TV (20)

2nd life
2nd life2nd life
2nd life
 
Theory audience pro-forma
Theory  audience pro-formaTheory  audience pro-forma
Theory audience pro-forma
 
Social Media for Parents
Social Media for ParentsSocial Media for Parents
Social Media for Parents
 
Teens & Technology: Understanding the Digital Landscape
Teens & Technology: Understanding the Digital LandscapeTeens & Technology: Understanding the Digital Landscape
Teens & Technology: Understanding the Digital Landscape
 
Good Stats on 13-24 y.o. Online Behaviour
Good Stats on 13-24 y.o. Online Behaviour Good Stats on 13-24 y.o. Online Behaviour
Good Stats on 13-24 y.o. Online Behaviour
 
Social: A closer look at behaviour on YouTube & Facebook
Social: A closer look at behaviour on YouTube & FacebookSocial: A closer look at behaviour on YouTube & Facebook
Social: A closer look at behaviour on YouTube & Facebook
 
You tube and facebook final presentation october 2010
You tube and facebook final presentation october 2010You tube and facebook final presentation october 2010
You tube and facebook final presentation october 2010
 
Theory audience pro-forma
Theory  audience pro-formaTheory  audience pro-forma
Theory audience pro-forma
 
Seminar 2 social networks
Seminar 2 social networksSeminar 2 social networks
Seminar 2 social networks
 
Social media what's all the chat about ? by jez jowett 2009
Social media   what's all the chat about ? by jez jowett 2009Social media   what's all the chat about ? by jez jowett 2009
Social media what's all the chat about ? by jez jowett 2009
 
CONNECT: Facebook (CADCA)
CONNECT: Facebook (CADCA)CONNECT: Facebook (CADCA)
CONNECT: Facebook (CADCA)
 
Drew dondelinger virtual communities- final draft
Drew dondelinger  virtual communities- final draftDrew dondelinger  virtual communities- final draft
Drew dondelinger virtual communities- final draft
 
Drew dondelinger virtual communities- final draft
Drew dondelinger  virtual communities- final draftDrew dondelinger  virtual communities- final draft
Drew dondelinger virtual communities- final draft
 
The Millennial Footprint on Media and Entertainment
The Millennial Footprint on Media and EntertainmentThe Millennial Footprint on Media and Entertainment
The Millennial Footprint on Media and Entertainment
 
Social Media Data MiningJoe receives an e-mail for a friend requ.docx
Social Media Data MiningJoe receives an e-mail for a friend requ.docxSocial Media Data MiningJoe receives an e-mail for a friend requ.docx
Social Media Data MiningJoe receives an e-mail for a friend requ.docx
 
Social media for educators
Social media for educatorsSocial media for educators
Social media for educators
 
Social media what's all the chat about by jez jowett 2009
Social media   what's all the chat about   by jez jowett 2009Social media   what's all the chat about   by jez jowett 2009
Social media what's all the chat about by jez jowett 2009
 
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
What Do You Need To Know For Marketing To Digital, Mobile And Social Teens?
 
Dean r berry pro and con social networking
Dean r berry pro and con social networkingDean r berry pro and con social networking
Dean r berry pro and con social networking
 
Social Media and Children
Social Media and ChildrenSocial Media and Children
Social Media and Children
 

Más de iModerate

Más de iModerate (10)

Brand Wars Airbnb vs. Hotels
Brand Wars Airbnb vs. HotelsBrand Wars Airbnb vs. Hotels
Brand Wars Airbnb vs. Hotels
 
The Future of Retail
The Future of RetailThe Future of Retail
The Future of Retail
 
Trader Joe's Vs. Whole Foods
Trader Joe's Vs. Whole FoodsTrader Joe's Vs. Whole Foods
Trader Joe's Vs. Whole Foods
 
Cutting the Cord Infographic
Cutting the Cord InfographicCutting the Cord Infographic
Cutting the Cord Infographic
 
Brand Wars Streaming Services
Brand Wars Streaming ServicesBrand Wars Streaming Services
Brand Wars Streaming Services
 
Brand Wars: Nike vs. Under Armour
Brand Wars: Nike vs. Under ArmourBrand Wars: Nike vs. Under Armour
Brand Wars: Nike vs. Under Armour
 
Home Is Where The Tech Is
Home Is Where The Tech IsHome Is Where The Tech Is
Home Is Where The Tech Is
 
Consumer Confidence From the Consumer's POV Feb-April 2014
Consumer Confidence From the Consumer's POV Feb-April 2014Consumer Confidence From the Consumer's POV Feb-April 2014
Consumer Confidence From the Consumer's POV Feb-April 2014
 
Healthy living marketplace insights
Healthy living marketplace insightsHealthy living marketplace insights
Healthy living marketplace insights
 
Are daily deals right for your brand. What consumers really think
Are daily deals right for your brand. What consumers really thinkAre daily deals right for your brand. What consumers really think
Are daily deals right for your brand. What consumers really think
 

Último

Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME
Cloud Frontiers:  A Deep Dive into Serverless Spatial Data and FMECloud Frontiers:  A Deep Dive into Serverless Spatial Data and FME
Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME
Safe Software
 

Último (20)

Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, AdobeApidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
Apidays New York 2024 - Scaling API-first by Ian Reasor and Radu Cotescu, Adobe
 
Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
Polkadot JAM Slides - Token2049 - By Dr. Gavin WoodPolkadot JAM Slides - Token2049 - By Dr. Gavin Wood
Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
 
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
 
MINDCTI Revenue Release Quarter One 2024
MINDCTI Revenue Release Quarter One 2024MINDCTI Revenue Release Quarter One 2024
MINDCTI Revenue Release Quarter One 2024
 
Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...
Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...
Emergent Methods: Multi-lingual narrative tracking in the news - real-time ex...
 
Navi Mumbai Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Navi Mumbai Call Girls 🥰 8617370543 Service Offer VIP Hot ModelNavi Mumbai Call Girls 🥰 8617370543 Service Offer VIP Hot Model
Navi Mumbai Call Girls 🥰 8617370543 Service Offer VIP Hot Model
 
Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
 
Automating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps ScriptAutomating Google Workspace (GWS) & more with Apps Script
Automating Google Workspace (GWS) & more with Apps Script
 
Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...
Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...
Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...
 
Repurposing LNG terminals for Hydrogen Ammonia: Feasibility and Cost Saving
Repurposing LNG terminals for Hydrogen Ammonia: Feasibility and Cost SavingRepurposing LNG terminals for Hydrogen Ammonia: Feasibility and Cost Saving
Repurposing LNG terminals for Hydrogen Ammonia: Feasibility and Cost Saving
 
FWD Group - Insurer Innovation Award 2024
FWD Group - Insurer Innovation Award 2024FWD Group - Insurer Innovation Award 2024
FWD Group - Insurer Innovation Award 2024
 
Apidays Singapore 2024 - Modernizing Securities Finance by Madhu Subbu
Apidays Singapore 2024 - Modernizing Securities Finance by Madhu SubbuApidays Singapore 2024 - Modernizing Securities Finance by Madhu Subbu
Apidays Singapore 2024 - Modernizing Securities Finance by Madhu Subbu
 
Boost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdfBoost Fertility New Invention Ups Success Rates.pdf
Boost Fertility New Invention Ups Success Rates.pdf
 
Exploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone ProcessorsExploring the Future Potential of AI-Enabled Smartphone Processors
Exploring the Future Potential of AI-Enabled Smartphone Processors
 
2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...2024: Domino Containers - The Next Step. News from the Domino Container commu...
2024: Domino Containers - The Next Step. News from the Domino Container commu...
 
Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...
Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...
Apidays Singapore 2024 - Scalable LLM APIs for AI and Generative AI Applicati...
 
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
Apidays Singapore 2024 - Building Digital Trust in a Digital Economy by Veron...
 
Artificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : UncertaintyArtificial Intelligence Chap.5 : Uncertainty
Artificial Intelligence Chap.5 : Uncertainty
 
Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME
Cloud Frontiers:  A Deep Dive into Serverless Spatial Data and FMECloud Frontiers:  A Deep Dive into Serverless Spatial Data and FME
Cloud Frontiers: A Deep Dive into Serverless Spatial Data and FME
 
Axa Assurance Maroc - Insurer Innovation Award 2024
Axa Assurance Maroc - Insurer Innovation Award 2024Axa Assurance Maroc - Insurer Innovation Award 2024
Axa Assurance Maroc - Insurer Innovation Award 2024
 

A Closer Look At Social TV

  • 2. our social tv story As we see it, social tv refers to connecting with people via social networks while watching television. It combines discovery and experience. Discovery Experience Using a social network of friends and Watching content together and associates to discover new concepts commenting on it in real-time while that are of collective interest. in different locations. Social TV is changing the way people interact with TV by adding a sense of community with instant, two-way communication.
  • 3. project overview Background We took a closer look into the motivations behind how and why people utilize social media in real-time to discuss what they are watching, and better understand the impact it has on their viewing. Methodology To do so, we conducted a hybrid study that was both quantitative and qualitative. 150 respondents completed the online quantitative study. 40 of which participated in one-on-one conversations online. Respondents included both males and females aged 18+ who spent at least one hour per week watching television and typically comment or post about programming at least once a week. Our Questions Who is engaging in social tv? who are How do people use social media while watching tv? In order to determine… social tv Why do people use social tv? gurus How does social tv influence their viewing habits?
  • 4. who are social tv gurus? The Sports Nut The Extrovert The Girlfriend
  • 5. who are social tv gurus? The Sports Nut Male between 25 and 54 years old Watches more than 5 hours of TV a day Watches sports, comedy, and especially enjoys Social TV for “big games” Posts more than 5 times a week on Social Media Engages in Social Media to feel connected and enjoys the “company” of close friends with like interests Enjoys debating sports, razzing buddies, celebrating and venting about teams’ successes and failures, and showing off knowledge of sports I can razz my buds in real time and tell them their team made a great play or screwed up. If you’re a friend of mine and you’re on Facebook or Twitter, and I know you are on, I’ll write something that will get you to respond! Like, “How stupid can your quarterback be?“ For me, it’s a way to chat with old friends about a common interest – what we used to do in person! Facebook Male, 45-54
  • 6. who are social tv gurus? The Extrovert Male between 18 and 34 years old Watches more than 5 hours of TV a day Posts more than 5 times a week on Social Media Has a vast network of virtual and personal friends all over the world Makes new friends online through chat rooms and via posting about Social TV Considers online social network as “real” friends, even if they don’t actually “know each other” I like using it to react with my friends in other areas of the country, and world, in real-time as things happen. It's as if I have them on the couch with me, but with the convenience of us all being in our own homes. Facebook Male, 18-24
  • 7. who are social tv gurus? The Girlfriend Female between 25-44 years old Mainly engages in Social TV while watching dramas and reality shows Uses Social TV to connect with her real life friends and family about shows that they all enjoy Relates deeply with her favorite shows and looks forward to the “girls’ night out” aspect of interacting with them through Social TV When I'm watching a movie or TV show and other people are watching it too, we can talk about the characters and how they should have done this or that . Or, the outfit someone has on. It's like watching TV with someone right in the room with you. [Person A: “Who’s watching “The Game?'' Person B: “Girl, you see what Mel got on?'‘ Me: “Yeah, that’s cute.” Person A: “Why Derwin acting Facebook like that?” Person B: “He wouldn't be talking to me like that!”] Female, 35-44
  • 8. how are they using social media? Facebook Status Update 91% Comment on a friend's Facebook Update 62% Comment on a show's FB Page 41% Twitter Status Update 38% Twitter Comment / Re-Tweet 27% Comment on a show's website 27% Blog 9% Check in on GetGlue.com 6% Comment on Tendrr.tv 2% In what way do you typically engage in Social TV? My use of Social TV has increased over time with the availability of Facebook, the Facebook app, text, etc., and probably will continue to increase. New technology like the iPhone, and social media websites like Facebook, allow me to share comments more easily with friends. Facebook Q14 Male, 35-44
  • 9. why do people use social tv? People engage in Social TV for a sense of relevance and recognition. 29% of respondents engage in Social TV primarily “to advise my network of friends and let them know what’s good and what’s bad.” This is more important to men than women (36% vs. 21%). People want to start a conversation. They want their posts to generate “likes” and feedback because it makes them feel important, loved, and in-the-know. I’ll just post my opinion and sit back to see who wants to talk about it. The goal is to engage friends in a discussion. Facebook Male, 25-34
  • 10. why do people use social tv? Sharing the experience of watching TV strengthens relationships by maintaining connections. 23% of respondents engage in Social TV primarily “to be connected with others who have similar television program likes and dislikes.” Maintaining relationships takes work and people view Social TV as an effective and important way to ensure that even long-distance or virtual friendships stay current and invigorated. It’s a good way for my friends and I to have a common interest and something to bond over. It brings us closer by giving us something to talk and speculate about. Facebook Male, 18-24
  • 11. why do people use social tv? For parents, Social TV is “virtual” hang out time with friends. It’s a way for parents to balance their family obligations with their desire to relax with friends. While a new mom doesn’t get to hang out with the girls very often, and a family man can’t justify a Sunday afternoon at the bar with his buddies, Social TV allows them to live their current role without totally abandoning who they used to be. I’m a mommy who is always home alone and my husband is always working, so it feels nice not to feel not alone and still doing the things I did before being pregnant. I feel like I am hanging out with other people when I really never get to. It feels like I can still enjoy things as part of a group. I like feeling like I still have a life and interacting with my old friends who are not Facebook parents yet. Female, 18-24
  • 12. how does social tv impact viewing habits? TV viewers are active consumers. People are no longer being passive and just watching shows, they are engaging in two way conversations about the content of the show giving them the power to transform TV. Social TV can be a tool to influence programming. 15% of respondents say their primary reason for engaging in Social TV is to “give feedback to the television network.” 18% say it is to “show my support for the television program.” When I post, I feel empowered because I believe that my opinion can help or hurt my favorite shows or products. Facebook Male, 35-44
  • 13. how does social tv impact viewing habits? Social TV has become a mass influencer. People take social media chatter seriously. If a member of their network suggests a show, they often check it out. Online buzz can motivate people to try shows out of curiosity and out of desire to keep up with the conversation. It influences me to watch shows that others are talking about that I would not normally be interested in. I started to watch The Voice because of others on social media. Facebook Female, 18-24
  • 14. how does social tv impact viewing habits? Live viewing is becoming more important. People feel that if they want to be part of the conversation, they need to watch live or they will miss out. A key part of the fun of Social TV is that it’s taking place in real-time. This is what lets it serve as a stand-in for physical social interaction. Those who post 10 times or more per week were far more likely to say they watch more live television, while those who post only once a week said their viewing is about the same. 58% 55% 46% 47% 49% 42% 37% 31% 14% 16% 5% 0% More Live TV Less Live TV About the Same Since you started engaging in Social TV, would you say you have been watching Times per Week more live television, less live television, or about the same?  1  2-5  5-10 Q18  + 10
  • 15. how does social tv impact viewing habits? Social TV increases overall TV watching. Because Social TV makes TV more fun, many people find their viewing increases as they become more engaged. They enjoy the social interactions and are also adding shows to their viewing lineup, both of which have the net effect of increasing how much TV they watch. For me, Social TV, increases enjoyment and now, I generally watch more TV than I did before. Now, I usually watch while I’m on the laptop at the same time. Facebook Female, 18-24
  • 16. how does social tv impact viewing habits? Social TV posting increases as respondents spend more time on Social Media. Not surprisingly, the more time respondents spend using social media each day, the more often they tend to post on Social TV. 75% 63% 54% 47% 28% 26% 21% 16% 17% 17% 13% 11% 8% 5% 0% 0% Once a Week 2-5 Times per Week 5-10 Times per Week 10 + Times per Week How much time, on average, would you say you spend on social media Hours per Week site(s) per day?  <1  1-2  3-4 Q7  +5
  • 17. let’s talk Contact us. iModerate 720 South Colorado Blvd. Suite 500 N Denver, CO. 80246 Phone: (303) 333-7880 Fax: (303) 333-7844