The concept of social TV is leading us into a whole new world. Instead of just watching a show, we can sync up, interact, like, Tweet, chat, check-in or Shazam it!
I’m a full-time resident in this land, so I speak the language fluently, but I do wonder about those who are just passing through. Surely they’re plexed by the coded messages they see floating in the corner #nbcgrimm, facebook.com/theapprentice, or the graphic you see here. (Mork calling Orson)
People may not know what these cryptic notations mean, but they do remember seeing them. According to a study by Accenture, 64% of consumers recall seeing some kind of social media symbol while watching TV.
Here’s the breakdown:
Facebook “Like” symbol (42 percent), QR codes (28 percent), Twitter Hashtags (18 percent) and Shazam symbols (9 percent).
Seeing is one thing, but following through is another. Only 33% of viewers said they responded to the prompt. The majority “liked” a show on Facebook, some searched the hashtag on Twitter and 5% scanned with Shazam.
Considering that none of these prompts come with instructions, 33% is actually a pretty good response percentage. Of those that did, 43% said they did so because they wanted more information about the show or product. 32% responded to actions involving coupons or promo codes and 31% did it to enter a sweepstakes.
Other reasons for interacting include making a purchase, sharing a program with others, connecting with other fans or watching additional videos.
What’s really encouraging is that 74% said the content they received after interacting “met expectations.” That means they’re more likely to follow through again and again.
The biggest reason for not interacting was lack of interest in the information. Only 23% said they didn’t know how to interact. I expected that number to be much higher.
Social TV is one of the hottest trends we’ve seen in a long time. Networks are scrambling to beef up Facebook and Twitter content and build dedicated aps for their shows. Viggle, Miso, Activ8 and GetGlue are all working directly with the networks on games and contests that reward viewers for watching shows live and it’s slowly forcing a shift back to appointment television.
And it’s not just the networks who are winning. When you offer a consumer an retail gift certificate if they answer questions about live TV ads, that’s a win for the retail store, the advertiser and the TV viewer. Let’s get more of that.
Are you a social TV fan? We’d like to hear about your experiences.