Interaction with Social Media on TV-screens increasing

Majority of American customers content with social media interaction on TV, says Accenture study
Social media is showing signs of connecting with TV viewers as 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 (NYSE: ACN) study. Moreover, one in three viewers (33 percent) have interacted with social media after seeing a social media symbol on their TV screen.

Accenture conducted this survey of 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 among the 1,000 viewers surveyed, the majority said 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).

Reasons for using Social Media
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).
  • Demographics play a role

The majority of participants between the ages of 18 and 24 (63 percent) said they have interacted with social media symbols while watching TV. For older age groups, the numbers dropped to 46 percent among 25-34 year olds, 44 percent among 35-44 year olds, 19 percent among 45-54 year olds, 24 percent among 55-64
year olds and 11 percent of those 65 or older.

Both men and women participants who interacted with social media sites were most interested in getting more information about the show (39 percent and 48 percent, respectively). Women were also motivated by getting coupons or promotional codes (40 percent) and registering or signing up for something (34 percent). Males were more interested in interacting with social media to watch another video (35 percent) or entering a contest or sweepstakes (34 percent)

Expectations met
Nearly three-quarters (74 percent) of those who received content via social media symbols while watching TV said it just “met expectations,” compared with 10 percent who said the content “did not meet expectations” and 15 percent who said it “exceeded expectations.”

The survey also showed that the greatest barrier to adoption is lack of interest among consumers in the content available through social media interactions. When participants were asked why they had not interacted with social media while watching TV, 60 percent said they did not think they would be interested in the content they would receive. Fewer participants said they were not sure how to interact with social media symbols (23 percent); had not downloaded the necessary application for scanning social media symbols on their mobile devices (15 percent); or, did not have time to scan a social media symbol because it was not displayed long enough on the TV program (11 percent).

The survey pointed to dramas and comedies as the top genres where consumers would like additional information and interactivity. Asked what type of show they would be interested in interacting with, 35 percent of participants said dramas and comedies, compared to news programming (31 percent), sporting events (29 percent), reality shows (23 percent), lifestyle/cooking/home shows (20 percent), game shows (19 percent), talk shows (16 percent) and live non-sports events (15 percent).