Friday, 11 January 2013

Twitter and Television - Report

I thought you'd all like this - it's Twitter's overview of second-screen habits, and how people engage with television events. Developed in association with it's advertising partners, it throws up quite a few interesting tid-bits, which I thought I'd share with you here.

- It's interesting to see that the more engagement a show requires (Homeland, Downton Abbey, a good movie), the less people tweet during it.

- Current affairs programmes promote debate that runs for quite some time after the event (Panorama's Jimmy Savile special).

- Shows that may require lower levels of attention (The Only Way is Chelsea) generate more tweets during the show. 1 in 4 viewers of the show actively tweet. Most users are using the mobile platform.

- Generally, 15 - 24 year olds are more likely to be tweeting from a desktop computer than 25+ year olds, who are mostly mobile. This is due to the cost of second screen tech, such as tablets and smartphones, and the proportion of that segment of the population using Pay-As-You go internet access for their mobiles. That, combined with low-to-no income, means that the most cheap and convenient way of accessing the internet is either a laptop or desktop computer.

- The X Factor generated 14 million tweets in 2012 - driven by the generation of dynamic, integrated hashtags during the broadcast of the show.

Just a few quick insights from what looks like a vert interesting report.

Download the full report here (registration required).

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