Young Britons Create a New Social Media Trend While Watching TV

Digital Clarity, specialists in digital marketing published a social media trend survey of 1,300 British mobile internet users below the age of 25 which says that today young Britons have taken to a new television and social media trend that could have far-reaching consequences for the worlds of broadcasting and advertising; it showed that most use a mobile device to talk to friends about the show they are watching.

This social media trend exposed by this report could change the way broadcasters and advertisers chase and engage youngsters for on-screen attention. Eight out of ten respondents in the Digital Clarity poll said they used Twitter, Facebook or other mobile applications to actively comment on shows and chat with their friends as they watch. It seems that the audience have taken their seats and are ready to join the conversation. Now it is up to the TV companies to tap into this huge and lucrative market.

Reggie James, Founder, Digital Clarity says, "Up until 12 months ago, TV was struggling to reach the younger market as more and more channels were becoming available. Social TV has changed this completely by turning programs into online events where you have to watch them as they happen." The significance of this new social media trend in TV is not lost on the television networks who have found themselves with a new marketplace and a different pitch for advertisers.

A joint Nielsen and Yahoo study in the US in 2010 found that the social media trend was well established across the Atlantic with over 86 percent of mobile internet users choosing to communicate with each other in real time during broadcasts. One of the key findings of the study was that social TV is popular because it allows young people to instantly comment on their favourite shows to friends in different locations via the web or mobile phones.

The British survey found that the most common way to communicate is to use Twitter (72 percent); followed by Facebook (56 percent); mobile applications (34 percent); and 62 percent of social media trends TV users like a combination of all three. The study found that 34 percent of respondents described the trend as "fun," 32 percent said it made television "more interesting" with 42 percent mentioned the "community" aspect of social TV. UK programmes such as ‘X-Factor’, ’Skins’, including British soap dramas are particularly popular generating very high Twitter traffic and Facebook messages as they are broadcast.

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