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'Social TV' Boosts Live TV Viewing

March 28, 2012

Active "social TV" viewers—people who watch television and simultaneously engage with others via social networks—tend to watch more live TV so they can be a part of social conversations in real time, according to a study by iModerate Research Technologies.

Social TV is also enabling viewers' desires to influence programming, via shared opinions and feedback to TV networks, posted on social networking sites.

Below, other findings from A Closer Look at Social TV, a report by iModerate Research Technologies. 

Among surveyed adults who engage in social TV at least weekly: 

  • 58% of heavy social media users (those who post to social networks more than 10 times a week) watch more live TV, whereas 42% of such viewers watch about the same amount of live TV.
  • 31% of less active social media users (those who post once a week) watch more live TV, whereas 55% watch about the same amount of live TV.

Social TV Gurus 

Social TV viewers are segmented into three unique personas, or "Social TV Gurus," and each persona comprises a distinct type of viewer, iModerate found:

Sports Nuts...

  • Are men age 25-54 who partake in social TV primarily for "big games."
  • Tend to post more than 5 times a week on social media and enjoy debating sports, razzing buddies, celebrating and venting about teams' successes and failures, and showing off their sports knowledge. 

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