The market research company Ipsos last week released a whitepaper – “The Twitter Effect: Understanding Twitter’s Role in TV Behaviors – detailing the extent to which Twitter users are more influential TV viewers (and TV discussers) than non users.
Anjali Midha, Twitter’s Global Media & Agency Research Director summarized the findings on Twitter’s Media Blog. Below, some of the key takeaways followed by an infographic:
- Heavy TV viewers: People on Twitter are less likely to be cord-cutters or cord-nevers: 93% have a cable, satellite or fiber optic subscription, versus 86% of non-users.
- Non-traditional viewers: In addition to watching live TV, Twitter users are significantly more likely than non-users to also watch content on non-traditional mediums, from online SVOD services (52% vs. 35%) to content freely available on the Internet (39% vs. 17%).
- Binge watchers: 26% of Twitter users claim to binge watch, in contrast to 11% of non-users.
- TV Influencers: 44% of Twitter users self-identify as being an expert or knowing a lot about TV, versus 32% of non-users. In addition, 50% of Twitter users say people seek their opinion on TV shows, compared to only 26% of non-users.
- Social 2nd Screeners: The second screen experience is a part of the regular viewing routine for 34% of Twitter users, versus just 23% of non-users
- TV App users: Those on Twitter are significantly more likely to use TV apps than non-users: 47% have downloaded a third-party TV app (versus 21% of non-users), while 44% have downloaded a network service app (versus 18% of non-users).
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