Twitter has emerged as the key driver behind the relatively new phenomenon of social television, reveals a new study from NM Incite and Nielsen.
During June 2012, one third of active Twitter users tweeted about TV-related content – up 27 percent from January – and almost a quarter of people aged 18-24 use social media to comment on what they like or dislike about a storyline whilst watching TV.
Adults aged 35-44 were cited as the most likely to discuss television programming with their social counterparts.
These findings have been documented in the NM Incite/Nielsen’s The Social Media Report 2012, and are illustrated in the visual below.
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