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Accenture Study: Social Media Appearing on TV Cut Through to U.S. Consumers

Younger audiences are more in tune

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Accenture Study: Social Media Appearing on TV Cut Through to U.S. Consumers
[ Social Media]

Social media is showing signs of connecting with TV viewers. Nearly two-thirds (64 percent) of U.S. consumers surveyed recall seeing social media symbols such as Facebook “Likes” while watching television, according to an Accenture ACN +2.60% study. What is even more noteworthy is that one in three viewers will interact with social media after seeing a social media symbol on TV.

Accenture conducted this survey of 1,000 U.S. television viewers to better understand the public’s perception of social media symbols that appear during programming and how effective they are. The survey found that the majority of survey participants claimed they had noticed and were also familiar with how to interact with social media symbols while watching TV, including the Facebook “Like” symbol (42 percent), QR codes (28 percent), Twitter Hashtags (18 percent) and Shazam symbols (9 percent).

One-third (33 percent) of those surveyed said they had actually interacted with the symbols while watching TV by “liking” the TV program on Facebook (20 percent), scanning a QR code (11 percent), searching for the Hashtag on Twitter (7 percent) or scanning the Shazam symbol (5 percent).

Robin Murdoch is Accenture’s global internet segment managing director. He believes that, “Social media and social networking are exploding across television screens as networks use social media to enable audiences to interact directly with related content for a richer viewing experience,” and added that the strategy “Has huge revenue growth potential as social media applications build program viewer loyalty and drive online advertising opportunities.”

Motivation for Interacting with Social Media Symbols While Watching TV

Obtaining more information about a show, product or service was the greatest motivator for interacting with a social media symbol while watching TV; cited by 43 percent of the participants who have done so. Other motivations included:

– getting coupons and promotional codes (32 percent);

– entering a contest/sweepstakes (31 percent);

– watching another video (26 percent);

– interacting about the show or product on social media (26 percent);

– connecting with others with similar interests (21 percent);

– sharing or recommending video/program to others (20 percent); and,

– making a purchase (16 percent).

Future Interaction with Youth

The majority of participants between the ages of 18 and 24 (63 percent) said they have interacted with social media symbols while watching TV. The percentage went down as age increased. Maybe the key is to train consumers to interact with social media signifiers while they are in their formative years.

How do you think companies will connect with child and teen audiences in the future?

Accenture Study: Social Media Appearing on TV Cut Through to U.S. Consumers
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