Roughly 1 in 6 TV primetime TV viewing occasions involve simultaneous social media use, and about half of that activity is related to TV content, according to [PDF] the results of a Council for Research Excellence (CRE) study. The research – based on mobile diaries collected from 1,665 respondents aged 15-54 over a 3-week period – determined that 7.3% of TV viewing occasions could be deemed “socially connected viewing,” where viewers’ simultaneous social activity was directly related to the specific program they were viewing.
Broken down into demographic groups, the study finds that the most socially engaged were Hispanics, for whom 10.5% of viewing occasions could be deemed “socially connected viewing.” The next-most engaged were 25-34-year-olds (9.6%) and 15-24-year-olds (9.2%), while Asians (4.2%) and 45-54-year-olds (4.4%) were by far the least likely to engage in this activity. Read the rest at MarketingCharts.
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