Two thirds of viewers link TV with social media

A US poll has revealed that increasing numbers of viewers are engaging with social media sites while watching TV, primarily to access further content on the shows.

Research consultancy firm Accenture, questioned 1,000 US individuals and found that 64% of viewers recorded that they recognised and remembered seeing some form of social media logo present during a TV show; emblems there to remind and incentivise viewers to engage online.

Furthermore the study found that 63% of 18-24 year olds interacted with these social platforms when they saw the logos on the screen. Across all age ranges, 33% of the survey community answered to having accessed these sites when prompted.

More explicitly, 42% of citizens who were polled remembered seeing the Facebook “Like” sign, which prompted 20% of interviewees to access the site and become Fans of the show.

QR codes were the second most recognisable sign, with 28% people remembering seeing it and 11% following through to scan it. 

Twitter captured 18% of respondents’ attention, with 7% going on to use the corresponding hashtag. And 9% indicated seeing the Shazam logo while only 5% used its service.

The most popular reason for interacting with the social media livery was logged as obtaining more information about the show, which 43% viewers claimed their motivation. Accessing coupons fuelled 32% of respondents to go online, 31% did so to enter a competition and 23% were enticed by further video content.

Furthermore out of those who did go online when watching TV, over a quarter (26%) posted comments and took part in discussions concerning the TV show they were watching. And a fifth (21%) claimed they “connected” with other users of similar interests over the sme topics.

Also significant was that 20% of people interacting online shared a link with their own online community, leading to 16% of people carrying through to make purchases. 

Even so, 60% of the two thirds of the survey community who did not chose to go online when watching TV refrained because they felt it would not offer them anything extra that they wanted. 

"The challenge to providers unlocking this enormous growth is convincing viewers that interacting with TV programming is valuable to them," said Robin Murdoch, Accenture's global internet segment managing director. 

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