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U.S. Consumers Receptive to Social Media Appearing on Their TV Screens

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 ACN -1.07% 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).

“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,” said Robin Murdoch, Accenture’s global Internet segment managing director. “This has huge revenue growth potential as social media applications build program viewer loyalty and drive online advertising opportunities.”

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).

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).

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