Consumers are never far from their mobile phone, so much so that they are living in what marketers term an “always connected” environment. In this new “always connected” world consumers are no longer passively watching TV with many turning to Twitter to actively discuss the latest TV gossip, news and excitement and that mobile phones are now considered as the second screen in most homes. In an effort to better understand this second screen dynamic and possibly to make some money along the way, Twitter has partnered with Fox TV in America and commissioned the Advertiser Research Foundation to put the spotlight on just how important Twitter is to TV.
The study surveyed 12,577 Twitter users over a two week period about their tweeting and TV viewing habits.
Generally, the study found that TV-related tweets inspire Twitter users to immediately turn on their TV and watch a show they’ve never seen before. And – good news for advertisers – viewers who remember seeing tweets that mentioned a show’s brand partners will view that brand as appealing and give its ads more attention.
Here are some other key findings from the study:
- 90% of Twitter users who see a TV show-related tweet are likely to immediately watch the show, search for more information, or share tweet-based content about that show
- TV-related tweets are most likely to be engaged with if they come from a cast member of the show (40%) rather than the user’s friends or family (26%) or the show’s official Twitter account (18%)
- 54% of Twitter users who recall seeing brand-related tweets during a TV show have taken action (tweeting about, searching for or considering the brand)
- 72% of Twitter users tweet during live broadcasts.