Under 25’s swap remote controls for iPhones as ‘Social TV’ trend takes over
Posted by: admin On Tuesday, March 8th, 2011 - News
| Press Releases
72% comment on programmes via social networks as they watch them
How young people watch television is rapidly changing according to a new study of UK mobile internet users below the age of 25.
80% of those surveyed use a mobile device to communicate with friends while watching TV with 72% using Twitter, Facebook or mobile applications to actively comment on shows as they are watching them.
These are the findings of a study conducted by Digital Clarity (www.digital-clarity.com), a specialist digital marketing agency which polled over 1300 people under 25 from a cross section of the UK.
The trend known as ‘Social TV’ is popular with young people as it allows them to instantly comment on their favourite shows to friends in different locations via the web or mobile phone.
In the US, a joint Nielsen and Yahoo study late last year found that the trend is already well established with over 86% of mobile internet users choosing to communicate with each other in real-time during broadcasts. Now ‘second screening’ as it is referred to in the States has become common place in the UK too.
Rather than social networks and television competing for attention it seems that young people are happy to embrace both and use one to enhance their enjoyment of the other.
The UK study found that 34% described the trend as ‘fun’, 32% said it made television ‘more interesting’ with 42% mentioning the ‘community’ aspect of ‘Social TV’.
One survey respondent, Ashleigh Foulser, 18 a student in Bournemouth said, “I love being able to keep in touch with my mates while I’m at college. They are in different towns to me but it’s like having them round to watch TV. We share a lot of jokes and if I comment on something funny or stupid I get replies almost immediately.”
The survey discovered that the most common way to communicate is to use Twitter (72%) Facebook was next popular (56%) and mobile applications (34%). 62% of Social TV users like a combination of all three.
Certain shows such as X-Factor, Skins, Glee, as well as soaps Coronation Street and Eastenders are particularly popular in the UK generating very high Twitter traffic and Facebook messages as they are broadcast.
Reggie James, founder of Digital Clarity explains, “Up until 12 months ago, TV
was struggling to reach the younger market as more and more channels were becoming available. Social TV has changed this completely by turning programmes into online events where you have to watch them as they happen”.
The significance of ‘Social TV’ is not lost on the television networks who have found themselves with whole new marketplace and a different pitch for advertisers.
Last month, a US HBO channel reran the Howard Stern film ‘Private Parts’. Stern was watching simultaneously and started add a live commentary to the action resulting in sky high ratings far higher than could have been forecast breathing new life into a 14 year old movie.
“The audience have already taken their seats and are ready to join the conversation”, concludes James, “it’s now up to the TV companies to tap into this huge and lucrative market.”
About Digital Clarity
Digital Clarity is a specialist Digital Marketing Agency that has been at the forefront of online marketing for over 7 years. Specialising in Search Engine Marketing, Social Media & Digital Measurement, the company works with both major brands and medium sized companies to help leverage online brand presence and customer acquisition. Digital Clarity also delivers consultancy and strategy planning for both client companies and advertising agency partners.
www.digital-clarity.com
To contact Digital Clarity please call Reggie James on: +44 (0)845 388 4071
Top Tips on Google’s New Reporting
Posted by: admin On Tuesday, October 5th, 2010 - News
There has been a lot of huffing and puffing, moaning and groaning lately in the office – why you ask – ‘Google’s New Reporting’.
Change can be hard and when Google force it upon you then there isn’t much you can do other than grit your teeth and get used to it.
Google are reducing the number of reports available in the legacy reporting centre as they try to get advertisers to migrate to the new reporting system which to be honest makes a lot of sense (if only it all worked properly).
How Twitter is Going to Make Real Money
Posted by: admin On Tuesday, October 5th, 2010 - News
It’s a question which has been doing the rounds for some considerable time – would it be possible for Twitter to turn its huge growth and popularity into the mountains of cash that Google has generated? When would there be a social networking advertising platform to compare to Google’s success in the search market?
Radio meet Internet – Internet meet Radio
Posted by: admin On Tuesday, October 5th, 2010 - News
The analogy is “another day, another dollar”. Well, following on from the previous day’s activities at Advertising Week, the creativity notch had been cranked up to deal with how one of the oldest advertising mediums deals with the newest. So, say hello to the biggest must attend event of the week.
Radio has been the deepest and most impactful medium for a long time. The need for it to engage with its advertisers, listeners and new technology is paramount. Welcome to “The dirty little word ‘R’” – in this case, Radio.
Advertising Week 2010 New York: Mad Men and Women meet in NYC
Posted by: admin On Tuesday, October 5th, 2010 - News
Advertising Week kicked off today in typical New York style, with hustling and bustling in the New York Times building.
With over 60,000 Advertising Execs expected over the 5 days of the event the city was buzzing to the sounds of creativity, arrogance and style…
BlackBerry Unveils New Tablet – The PlayBook
Posted by: admin On Tuesday, October 5th, 2010 - News
After much anticipation and hype, the new Research in Motion tablet is here theBlackBerry PlayBook.
A challenger for the Dell Streak and the Apple iPad? Time will tell.
Google Instant – Should Marketers be Worried?
Posted by: admin On Tuesday, October 5th, 2010 - News
Ever since Google announced the launch of Google Instant on September 8th the search marketing community has been alight with rumour, speculation and in some cases down right doomongering on the future of search engine optimisation.
While it’s still very early days the dust has started to settle and we’re starting to get a picture of what to expect in the months to come.
The EU Cookie Law – What You Need to Know
Posted by: Stewart Dick On Monday, March 26th, 2012 - News
What does it mean and how can you be compliant?
This Cookie Law is an amended privacy legislation that requires websites to obtain informed consent from visitors before they can store or retrieve any information on a computer or any other web connected device.
As of May 26th 2012 this law will be in full effect in the UK.
Tom Collinson & Reggie James have put togeather an extensive post that explains what the law means, the implications and what steps you can take to ensure compliance for your website.
The EU cookie law: What you need to know
You may have noticed a lot of news recently concerning how personal data is used by large internet publishers such as Google, Apple and Facebook, for either improving service or as a pervasive and targeted tool for advertising.
Recently, Digital Clarity sent a newsletter highlighting the changes with Google’s Privacy Policy. It seems that the desire by the internet giant to simplify and blend some current 60 privacy policies into one is (currently) falling fowl of EU regulators…
View EU Cookie Law Guide on Startups.co.uk
If you have any questions regarding the EU Cookie law, compliance or assistance in carrying out a Cookie audit of your website please get in touch on +44 (0)845 388 4071 or email info@digital-clarity.com.