Twitter users more likely to watch TV, influence other’s show preferences

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).

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