Twitter users are more likely to watch TV and influence what others will watch next, according to new Ipsos Media CT research. The white paper, The Twitter Effect: Understanding Twitter’s Role in TV Behaviors, looked at the role of TV influencers on social media, and specifically Twitter. The study polled adults between the ages of 18-49 who watched five or more hours of TV a week: 475 were Twitter users and 466 were non-Twitter users. Highlights include:
– Twitter users are more likely to watch TV live (69 percent compared to non-users 59 percent) as well as non-traditional TV mediums (66 percent on YouTube compared to 40 percent) at least once a week.
– Twitter users are more likely than non-users to have a traditional cable subscription (93 percent compared to 86 percent non-users) and watch TV/video across all formats (52 percent used online SVOD service compared to 35 percent).
– Twitter users self-identify as experts in TV knowledge (44 percent) compared to non-Twitter users (32 percent).
– Twitter users are more likely to use a second screen and create content across all social platforms on most TV shows (34 percent), compared to non-Twitter users with most TV shows (23 percent).