This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

TV-Related Social Media Use Is Primarily Driven By Functional, Communal And Playful Factors, According To New Multi-Country Research From Viacom

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.

(Photo: http://photos.prnewswire.com/prnh/20130521/NY17984-INFO )

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



1 of 4

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
SYM TRADE IT LAST %CHG

Markets

DOW 18,126.12 -36.87 -0.20%
S&P 500 2,120.79 -2.69 -0.13%
NASDAQ 5,097.9760 -8.6170 -0.17%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs