here at iModerate, we conducted a new study that shows the impact Social TV is having on our viewing habits. Our study also reveals who the biggest participants are, or as we call them, “The Social TV Gurus”. Finally, we found that beyond giving feedback and supporting their shows, the other main reasons individuals engage in Social TV are to be relevant and recognized, be part of a community, maintain relationships, and have virtual “hang out time” with friends. Enjoy!

1. March 12, 2012

2. our social tv story
As we see it, social tv refers to connecting with people via social networks while watching television.
It combines discovery and experience.
Discovery Experience
Using a social network of friends and Watching content together and
associates to discover new concepts commenting on it in real-time while
that are of collective interest. in different locations.
Social TV is changing the way people interact with TV by adding a sense of community
with instant, two-way communication.

3. project overview
Background
We took a closer look into the motivations behind how and why people utilize social media in real-time
to discuss what they are watching, and better understand the impact it has on their viewing.
Methodology
To do so, we conducted a hybrid study that was both quantitative and qualitative.
150 respondents completed the online quantitative study.
40 of which participated in one-on-one conversations online.
Respondents included both males and females aged 18+ who spent at least one hour per week watching
television and typically comment or post about programming at least once a week.
Our Questions
Who is engaging in social tv? who are
How do people use social media while watching tv? In order to determine… social tv
Why do people use social tv? gurus
How does social tv influence their viewing habits?

4. who are
social tv gurus?
The Sports Nut The Extrovert The Girlfriend

5. who are
social tv gurus?
The Sports Nut
Male between 25 and 54 years old
Watches more than 5 hours of TV a day
Watches sports, comedy, and especially enjoys Social TV for “big games”
Posts more than 5 times a week on Social Media
Engages in Social Media to feel connected and enjoys the “company”
of close friends with like interests
Enjoys debating sports, razzing buddies, celebrating and venting about
teams’ successes and failures, and showing off knowledge of sports
I can razz my buds in real time and tell them their team made a great play or screwed up.
If you’re a friend of mine and you’re on Facebook or Twitter, and I know you are on, I’ll write
something that will get you to respond! Like, “How stupid can your quarterback be?“ For me, it’s a
way to chat with old friends about a common interest – what we used to do in person! Facebook
Male, 45-54

6. who are
social tv gurus?
The Extrovert
Male between 18 and 34 years old
Watches more than 5 hours of TV a day
Posts more than 5 times a week on Social Media
Has a vast network of virtual and personal friends all over the world
Makes new friends online through chat rooms and via posting
about Social TV
Considers online social network as “real” friends, even if they
don’t actually “know each other”
I like using it to react with my friends in other areas of the country, and world, in real-time as things
happen. It's as if I have them on the couch with me, but with the convenience of us all being in our
own homes.
Facebook
Male, 18-24

7. who are
social tv gurus?
The Girlfriend
Female between 25-44 years old
Mainly engages in Social TV while watching dramas and reality shows
Uses Social TV to connect with her real life friends and family about
shows that they all enjoy
Relates deeply with her favorite shows and looks forward to the “girls’ night
out” aspect of interacting with them through Social TV
When I'm watching a movie or TV show and other people are watching it too, we can talk about the
characters and how they should have done this or that . Or, the outfit someone has on. It's like
watching TV with someone right in the room with you. [Person A: “Who’s watching “The Game?''
Person B: “Girl, you see what Mel got on?'‘ Me: “Yeah, that’s cute.” Person A: “Why Derwin acting Facebook
like that?” Person B: “He wouldn't be talking to me like that!”] Female, 35-44

8. how are they using social media?
Facebook Status Update 91%
Comment on a friend's Facebook Update 62%
Comment on a show's FB Page 41%
Twitter Status Update 38%
Twitter Comment / Re-Tweet 27%
Comment on a show's website 27%
Blog 9%
Check in on GetGlue.com 6%
Comment on Tendrr.tv 2%
In what way do you typically engage in Social TV?
My use of Social TV has increased over time with the availability of Facebook, the Facebook app,
text, etc., and probably will continue to increase. New technology like the iPhone, and social media
websites like Facebook, allow me to share comments more easily with friends. Facebook
Q14 Male, 35-44

9. why do people use social tv?
People engage in Social TV for a sense
of relevance and recognition.
29% of respondents engage in Social TV primarily “to advise my network of
friends and let them know what’s good and what’s bad.” This is more
important to men than women (36% vs. 21%).
People want to start a conversation. They want their posts to generate “likes”
and feedback because it makes them feel important, loved, and
in-the-know.
I’ll just post my opinion and sit back to see who wants to talk about it. The goal is to engage friends
in a discussion.
Facebook
Male, 25-34

10. why do people use social tv?
Sharing the experience of watching TV
strengthens relationships by maintaining
connections.
23% of respondents engage in Social TV primarily “to be connected
with others who have similar television program likes and dislikes.”
Maintaining relationships takes work and people view Social TV as
an effective and important way to ensure that even long-distance
or virtual friendships stay current and invigorated.
It’s a good way for my friends and I to have a common interest and something to bond over.
It brings us closer by giving us something to talk and speculate about.
Facebook
Male, 18-24

11. why do people use social tv?
For parents, Social TV is “virtual”
hang out time with friends.
It’s a way for parents to balance their family obligations with
their desire to relax with friends.
While a new mom doesn’t get to hang out with the girls very often,
and a family man can’t justify a Sunday afternoon at the bar with
his buddies, Social TV allows them to live their current role without
totally abandoning who they used to be.
I’m a mommy who is always home alone and my husband is always working, so it feels nice
not to feel not alone and still doing the things I did before being pregnant. I feel like I am hanging
out with other people when I really never get to. It feels like I can still enjoy things
as part of a group. I like feeling like I still have a life and interacting with my old friends who are not Facebook
parents yet. Female, 18-24

12. how does social tv impact viewing habits?
TV viewers are active consumers.
People are no longer being passive and just watching shows, they
are engaging in two way conversations about the content of the
show giving them the power to transform TV.
Social TV can be a tool to influence programming.
15% of respondents say their primary reason for engaging in
Social TV is to “give feedback to the television network.”
18% say it is to “show my support for the television program.”
When I post, I feel empowered because I believe that my opinion can help or hurt my favorite
shows or products.
Facebook
Male, 35-44

13. how does social tv impact viewing habits?
Social TV has become a mass influencer.
People take social media chatter seriously.
If a member of their network suggests a show, they often check it out.
Online buzz can motivate people to try shows out of curiosity and out
of desire to keep up with the conversation.
It influences me to watch shows that others are talking about that I would not normally
be interested in. I started to watch The Voice because of others on social media.
Facebook
Female, 18-24

14. how does social tv impact viewing habits?
Live viewing is becoming more important.
People feel that if they want to be part of the conversation, they need to watch live or they will miss out.
A key part of the fun of Social TV is that it’s taking place in real-time. This is what lets it serve as a stand-in
for physical social interaction.
Those who post 10 times or more per week were far more likely to say they watch more live television,
while those who post only once a week said their viewing is about the same.
58% 55%
46% 47% 49%
42%
37%
31%
14% 16%
5%
0%
More Live TV Less Live TV About the Same
Since you started engaging in Social TV, would you say you have been watching Times per Week
more live television, less live television, or about the same?  1
 2-5
 5-10
Q18  + 10

15. how does social tv impact viewing habits?
Social TV increases overall TV watching.
Because Social TV makes TV more fun, many people find their
viewing increases as they become more engaged.
They enjoy the social interactions and are also adding shows to
their viewing lineup, both of which have the net effect of increasing
how much TV they watch.
For me, Social TV, increases enjoyment and now, I generally watch more TV than I did before.
Now, I usually watch while I’m on the laptop at the same time.
Facebook
Female, 18-24

16. how does social tv impact viewing habits?
Social TV posting increases as respondents spend more time on Social Media.
Not surprisingly, the more time respondents spend using social media each day, the more often they
tend to post on Social TV.
75%
63%
54%
47%
28% 26%
21%
16% 17% 17%
13% 11%
8%
5%
0% 0%
Once a Week 2-5 Times per Week 5-10 Times per Week 10 + Times per Week
How much time, on average, would you say you spend on social media Hours per Week
site(s) per day?  <1
 1-2
 3-4
Q7  +5

17. let’s talk
Contact us.
iModerate
720 South Colorado Blvd.
Suite 500 N
Denver, CO. 80246
Phone: (303) 333-7880
Fax: (303) 333-7844