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.