The Council for Research Excellence, a Nielsen-funded group that does in-depth research on how Americans use media that is shared with its member broadcasters, advertisers, publishers and social media companies, released the results of a new study on April 10th. The study indicates that Americans are not nearly as active on social media as social media platforms suggests.
The council surveyed 1,665 respondents, ages 15 to 54, selected to be representative of the online population. The participants used a mobile app to report any time they saw, heard or communicated something about prime-time TV shows over the course of 21 days last fall, as the new season’s lineup of TV shows made their debuts.
Only 16 percent of the survey respondents said they had used social media while watching TV during prime time. And less than half of the people using social media were actually discussing the show they were watching.
Facebook was by far the most popular social network for people chatting during shows, used by about 11.4 percent of TV watchers, compared with 3.3 percent for Twitter.
The research findings contradict the notion — peddled heavily by Twitter and Facebook in their pitches to producers — that conversations on Twitter and Facebook are a big factor driving people to tune into TV shows.
From the perspective of a TV broadcast company executive or producer, how relevant is it to you that tv viewers are not using social to discuss your shows while viewing the shows themselves?
Does having users follow your shows on social and comment on or interact with them provide enough value to you?