New research suggests social media lags behind online
Helen Dunne is the editor of CorpComms Magazine, follow her tweets here @CorpCommsMag
Just 1.5 per cent of people are inspired to watch an existing television programme after reading about it on social media although six per cent of viewers are tempted to try out new shows after seeing discussions, new research has revealed.
Talking Social TV, a study spearheaded by the Social Media Committee of the US-based Council for Research Excellence, found that 12 per cent of viewers discuss television on social media at least once a day. Defined as 'super connectors', these viewers 'tend to be younger and are more likely female'. They are also more likely to be involved with all means of communication about television, including online, marketing and word of mouth.
But 37 per cent of viewers use social media one or more times a week to discuss television programmes - half of whom report watching television concurrently with using social media - which the report claimed indicated that there was growth potential for social media as an influence on viewing habits.
Discussions about sci-fi, sports and talk shows are particularly strong on social media, both when the programmes are on air and when they are not, while reality shows are mainly discussed during the time they are on air. The study found that, surprisingly, social media discussions about comedy shows increase after they finish.