Social media and TV programming continue to develop strong bonds among young media consumers — but many of those same young consumers aren’t all that happy when networks become too involved with social media interaction. Findings from a new research study conducted by the American company Horowitz Associates found that some 44% of online 15- to-17-year-olds find it distracting when networks display social media comments onscreen, while 37% say they don’t even like the showing of hashtags on-screen.
The numbers are higher for Internet/TV users overall. More than half (53%) of Internet users 18+ find it distracting when networks display social media comments onscreen, and almost half (48%) give a thumbs down for displaying hashtags. Overall, social media TV-related activity continues to grow. Nearly one-third (30%) of online 15- to-17-year-olds and one-quarter (25%) of 18-34 adults post comments to social media sites occasionally about the shows they watch. This is much higher than those 35+, where only 10% post occasional comments to social media sites concerning TV shows they watch.
For those TV networks and marketers concerned with social media activities in real-time: 26% of viewers 15 to 17 post TV comments at the same time they are watch TV shows. This compares to 17% for 18-34 viewers and 6% of those 35+.Discovery of new shows, which is crucial for TV marketers’ efforts, also benefits from social media messaging for young viewers. More than one-third of Net users 18-34 and 15-17 say they discover new shows through social media at least occasionally, compared to 19% for those 35 and older.
Plus, 42% of viewers 15-17, 29% of 18-34s and 15% of those 35+ say social media helps them remember to tune into shows.