Twitter’s influence on television is well-documented – it’s now very unusual for any prime-time television program not to actively encourage at least one hashtag (shows like The X Factor have several) for fans to use whilst watching the show – and the bigger TV events can easily generate tens of thousands of tweets per second.
Moreover, and especially during live events, broadcasters will often “check the reaction on Twitter” for an immediate response.
Conversely, the major networks rarely push or advocate the use of Facebook during their programming, nor do they load up the world’s most popular social network to see what’s happening during live shows. All of which, according to the latest data, might be a mistake.
Updating or posting to Facebook is cited by 40 percent of 18-34 year-olds and 27 percent of 35-49 year-olds (29 percent across all age groups) as a popular method of talking about a TV show or content, compared to just 21 percent of 18-34 year-olds and 18 percent of 35-49 year-olds respectively (17 percent across all age groups) who use Twitter.
Overall, Facebook finished fifth in the poll, behind discussion with people in the same room, face-to-face conversations, phone conversations and texting.
Additionally, 46 percent of internet users say that they started watching a TV program due to opinions shared on Facebook, which ranked top of all online platforms, and compared to just 14 percent for second-placed Twitter.