Strategy Analytics’ report ‘To Tweet or Not to Tweet: Segmenting Today’s Multiscreen TV Audience’ identifies the six main ways people watch TV today, with traditional TV viewers (‘couch potatoes’), who make up 33% of viewers, found to never phone or text people about what they’re watching and “hardly ever use social media.”
Around 30% of TV viewers were classified as ‘multi-screeners’, divided into indifferent, moderate and manic multi-screeners. The latter accounted for just 7% of people, but were found to be 100% likely to use Twitter weekly to follow a show.
Indifferent and moderate multi-screeners each accounted for 11% of people online who watch TV.
Indifferent multiscreeners were said to be highly likely (84%) to phone or text people about what they’re watching, with 91% using Twitter to follow a show.
While moderate multi-screeners were found to be extremely likely (93%) to phone or text about a show, only 1% used Twitter on a weekly basis to follow a show.
“The traditional way broadcasters and advertisers have discussed TV audiences for 70 years – by age and gender – is becoming increasingly irrelevant and outdated. People within a traditional group, say 18-34 year old men, can watch TV in completely different ways so new behaviours are as important as demographics when it comes to planning for all elements within the TV industry – whether content, scheduling or advertising,” Strategy Analytics principal analyst David Mercer.
“There’s been a lot of hype about how Twitter is changing TV viewing but, in reality, only two types of people are remotely engaged with ‘Twitter + TV’. Consequently, strategies heavily focused on this would be a big waste as it’s irrelevant to over 80% of TV viewers.”