Social media can provide a great second screen experience during your favorite shows, and according to a new study from eMarketer, 15 to 17 percent of TV viewers interact on social networks in real-time.
eMarketer analyzed surveys conducted for U.S. TV viewers, and split the data into two categories:
Social media usage while watching TV, and social media activities performed while watching a program.
Here were the results from the first category, separated by survey:
- CreditDonkey, March 2013: 83.7 percent used Facebook, 66.9 percent used Twitter.
- re:fuel, June 2013: 63 percent of college students used Facebook or Twitter.
- Nielsen, June 2013: 53 percent of tablet owners visited a social network compared to 52 percent of smartphone owners.
- Ipso Mendelsohn, February 2013: 51 percent of affluent Internet users (those earning $100,000+ per year) use Facebook, Twitter or “Other” almost constantly, regularly or occasionally.
- Jacobs Media, May 2013: 46.3 percent use social media frequently or occasionally.
In the second category, browsing social media while watching TV was highest among tablet owners at 21 percent, according to a Nielsen survey published in June.
Smartphone owners clocked in at 18 percent, and engagement on social networks while watching TV ranged from 14.8 to 17 percent.
Facebook is further behind, but the company is expanding the use of hashtags and other features to show users how much real-time conversation is taking place on the service. It is also rolling out two APIs that will allow media outlets and ad technology companies to analyze and report on real-time activity. Facebook believes it can offer TV advertisers a one-two punch of enormous reach and deep targeting.
Yesterday, Twitter announced a partnership with Comcast, giving Xfinity TV subscribers the ability to watch, record or be reminded of their favorite NBC shows right from the official Twitter app.