Social logos, hashtags spark response, study shows

By Michael P. Hill

Accenture has released the results of a survey that tells a story that illustrates the role television plays in promoting social media presences.

The survey covered U.S. television viewers and aimed to better understand the public’s perception of social media symbols that appear during programming and their effectiveness.

Of the 1,000 viewers surveyed, the majority said they had noticed and were also familiar with how to interact with social media symbols while watching TV, including the Facebook “Like” symbol (42 percent), QR codes (28 percent), Twitter Hashtags (18 percent) and Shazam symbols (9 percent).

Obtaining more information about a show, product or service was the greatest motivator for interacting with a social media logo; cited by 43 percent of the participants who have done so. Other motivations included:

  • getting coupons and promotional codes (32 percent);
  • entering a contest/sweepstakes (31 percent);
  • watching another video (26 percent);
  • interacting about the show or product on social media (26 percent);
  • connecting with others with similar interests (21 percent);
  • sharing or recommending video/program to others (20 percent); and,
  • making a purchase (16 percent)
The majority of participants between the ages of 18 and 24 (63 percent) said they have interacted with social media symbols while watching TV. For older age groups, the numbers dropped to 46 percent among 25-34 year olds, 44 percent among 35-44 year olds, 19 percent among 45-54 year olds, 24 percent among 55-64 year olds and 11 percent of those 65 or older.
Both men and women participants who interacted with social media sites were most interested in getting more information about the show (39 percent and 48 percent, respectively). Women were also motivated by getting coupons or promotional codes (40 percent) and registering or signing up for something (34 percent). Males were more interested in interacting with social media to watch another video (35 percent) or entering a contest or sweepstakes (34 percent)

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Online and Digital Production