NEW YORK and LONDON, May 21, 2013 /PRNewswire/ -- Viacom (NASDAQ: VIAB, VIA) and its Viacom International Media Networks (VIMN) division today unveiled the results of "When Networks Network: TV Gets Social," its new multi-country study investigating the relationship between TV and social media usage. The findings uncovered three key types of motivations leading fans to engage in TV-related social media activities: Functional, Communal and Playful.
The multi-country study involved social media diaries in the U.S., as well as online communities in the U.S., U.K. and Germany. International online surveys were conducted in the U.S., U.K., Germany, Brazil and Russia with more than 5,000 Viacom viewers ages 13-49 who use two or more social media platforms on at least a weekly basis.
"Our objective with this research was not only to understand what drives our audiences to social media, but also to see how their social media activity impacts viewing behaviors," said Colleen Fahey Rush, Executive Vice President and Chief Research Officer, Viacom Media Networks. "At Viacom, we're focused on creating social experiences that continue the conversation off-screen and deepen the relationships between our fans and their favorite shows and characters."Viewers engage in an average of 10 TV-related activities on social media platforms on a weekly basis, including: interacting with friends and fans (72%); following/liking a TV show (57%); sharing or recommending (61%); watching full clips and trailers (61%); searching for info and show schedules (66%); and gaming or signing up for freebies (49%). Out of 24 social media activities tracked, three distinct types of motivations for TV-related social media use emerged: Functional (searching for show schedules, news, exclusives); Communal (personal branding, connecting with others); and Playful (gaming, entering contests). Of the countries included in the study, Viacom found that viewers in Brazil embrace TV-related social media activities the most frequently, while those in Germany are the least likely to do so. 1. Functional: Information Above All