Younger Audiences – more likely to engage with programming via social media
Fifty percent of global consumers do not follow social media conversations about a TV program on a companion device while watching a program, but younger audiences are more inclined to interact – 60% of 16-24-year-olds do follow social conversations during programming. Some countries revealed year-on-year declines in those following social media conversation online:
Though it appears the majority do not avidly follow online chatter, people are more likely to use social media channels to recommend content than they are to make oral recommendations (38% versus 34%). The study also shows potential to use social media to further deepen audience interaction and sharing. Seventy-eight percent would be interested in linking their social network profile to a TV service to share what they are watching and increase online, real-time discussion.
About Motorola Mobility's Media Engagement Barometer
Motorola's Media Engagement Barometer is a research project looking into the video consumption habits of 9,500 consumers across 17 markets: UK, France, Germany, Sweden, Russia, Turkey, US, Mexico, Brazil, Argentina, Australia, South Korea, Malaysia, India, Japan and China. The research was conducted on behalf of Motorola by independent agency, Vanson Bourne.
As the fourth major study from Motorola Mobility's Home business into media consumption habits of consumers in the home, this research focused on television and video content. The aim of the study was to develop both a global and regional understanding of what video content was coming into homes and how it was being consumed, how viewing habits were evolving with the advent of new technologies such as social media and the trends service providers should seek to support both now and in the future.
About Motorola Mobility
Motorola Mobility, owned by Google, fuses innovative technology with human insights to create experiences that simplify, connect and enrich people's lives. Our portfolio includes converged mobile devices such as smartphones and tablets; wireless accessories; end-to-end video and data delivery; and management solutions, including set-tops and data-access devices. For more information, visit
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- The UK falls from 39% in 2010 to 24% in 2012; the US falls from 32% to 23%
- Increases were seen in Turkey, 44% in 2010 to 55% in 2012; and in the UAE, rising from 60% to 64%
SOURCE Motorola Mobility