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BizReport : Social Marketing : September 06, 2016

Study: Social pushing more TV viewing

While the number of people tuning into television programs because of social isn't exactly skyrocketing, there is a steady growth that category. According to new data from DigitalSmiths about 4 in 10 Americans have watching something on TV because of its social media buzz.

by Kristina Knight

Looking at social's historic influence on TV viewing, DigitalSmith's point out that in Q1 2013 only about 18% of Americans said social influenced their viewing habits, but in Q2 2015 28% said social influenced their viewing.

Other options that influence viewing include voice search (1 in 10 people use) and third party websites or apps (35% use).

This trend is likely because of the growing TVE component - those who watch Televion Everywhere. People are now watching broadcast programming from mobile devices, laptops, during commutes or while traveling for vacation. ">Adobe Digital Insights notes in their Q2 2016 report that TVE usage continues to grow, although their research shows that connected TVs are leading in that area with 44% of time spent.

"Despite the fact that television is embracing multiscreen, the living room TV set is how most viewers watch today," write the researchers. "In an environment where consumers demand reliable, high-quality video experiences across screens, connected devices present a major opportunity for media companies to deliver premium viewing that's personalized to the individual."

Tags: Adobe, DigitalSmiths, social influence, social marketing, social trends, television trends

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