Report: Consumers Receptive to Social Media on TV Screens
16 Apr, 2012 By: Chris Tribbey
Americans are becoming more receptive to social media on the big screen in their living room, according to a new report.
The report by Accenture with nearly two-thirds of respondents recalling social media symbols while watching TV and one-third interacting with social media after seeing a social media symbol on their TV screen. Forty-two percent of respondents had seen the Facebook “Like” symbol while watching TV, while 28% had seen QR codes. Eighteen percent had seen Twitter hashtags, while 9% had seen Shazam symbols.
“Social media and social networking are exploding across television screens as networks use social media to enable audiences to interact directly with related content for a richer viewing experience,” said Robin Murdoch, Accenture's global Internet segment managing director. “This has huge revenue growth potential as social media applications build program viewer loyalty and drive online advertising opportunities.”
The main driver behind interacting with social media while watching TV was receiving more information about a show, product or service, cited by 43% of respondents. Also ranking high were getting promotional codes and coupons (32%), entering a contest (31%) and watching another video (26%).
The majority of respondents (63%) were between the ages of 18 and 24.
The greatest barrier to accessing social media while watching TV was the belief that the content consumers received wouldn’t be worth their time (cited by 60% of respondents).
“The challenge to providers unlocking this enormous growth is convincing viewers that interacting with TV programming is valuable to them,” Murdoch said. “You do that by offering compelling content that enhances the viewing experience coupled with things that extend the value into other areas of their lives. In parallel, you might make social media easier for viewers to use by integrating these capabilities into your existing distribution infrastructure.”
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