Music, Film, TV: How social media changed the entertainment experience. Social media is more than a digital water cooler for TV and movies. The global conversation that takes place around events and the experiences people share based on what they watch teaches us about consumer preferences. More importantly, their activity influences behavior.

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Behavior counts for everything. Studying it is just the beginning of course. In order to understand and eventually steer behavior, we must translate activity into insights and in turn, translate insights into actionable strategies and programs.

The Hollywood Reporter recently published an exclusive poll about social media led by market research firm Penn Schoen Berland. As the report opens, THR notes, “There’s a sea change afoot in how Americans discover and consume entertainment.”According to the study, 8. Twitter and Facebook as a new form of entertainment.

Hours Spent Each Week Doing Online Activities. Social networking and listening to music top the activities for Generation- C and each is greater than the time spent watching full- length movies or television shows on a weekly basis.– 8 Hours: Visiting social networking sites.– 8 Hours: Listening to music– 7 Hours: Watching full- length television shows.– 4 Hours: Watching full- length movies.– 4 Hours: Watching video clips (e. You. Tube)– 4 Hours: Instant messaging. How Social Networking Impacts Entertainment Choices. The report found that 7. Facebook while watching TV.

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Pollster Jon Penn notes, “Social media is the connective tissue that enables consumers to multitask during their entertainment experiences by connecting with others and sharing their opinions.”Additionally, 8. TV and 4. 1% tweet about the show they’re watching. When we look at the psychology of engagement, this next stat becomes a bit more revealing.

Of those who post about TV shows, 7. Comedies, Reality TV Put Social in Social Media. Social networking is in its own right a reality show made for the web. It is its own form of entertainment. And, as the study found, an overwhelming majority of people agree.

When we look at the types of programs viewers are most likely to post about while watching TV, Comedy, Reality TV, Sports and News take the top four spots. Types of shows people are most likely to post about while watching TV: 5. Comedy. 46%: Reality TV3. Watch The Toll Of The Sea HDQ here. Sports. 26%: Cable News. Social Media on the Silver Screen. Digital Influence is often misunderstood, but it is potent.

Influence is causing effect or changing behavior. Here, we can see that those who Tweet about movies actually influence the behavior of those who follow them. One out of three connected consumers saw a movie in a theater because of something they read on a social network. The report found that horror and other younger- skewing film genres benefit most from social networking. For example, more than 6% of respondents saw Paranormal Activity 3 because of social networking activity.

One can assume based on psychological studies, that this form of social commerce is driven by either #FOMO (fear of missing out) or social proof. Social Networking in Theaters…Really? Prior to watching any movie in theaters nowadays, viewers must sit through a short spot that reminds them not to use their phones during the theater.

Aside from the ringing adding unnecessary distractions to other theatergoers, the bright white screen is also disruptive as it tends to light up an otherwise dark room. However, social networking is not limited to at- home movie watching. Film moguls and theater owners should take note: The poll also found that an overwhelming majority of 1. Facebook and Twitter while watching a movie in a theater would actually add to their experience. Nearly half would be interested in going to theaters that allowed texting and web surfing. Penn added, “Millennials want their public moviegoing experience to replicate their own private media experiences.”The same can’t be said for all consumers though as 7. Additionally 2. 4% and 2.

Facebook and Twitter respectively. Social Media Multitasking ≠ Distraction. Gen- C is often falsely diagnosed with a thin attention span. Yet in reality, Gen- C focuses on all that’s important to them many times at the same time. They’re just wired differently and rather than challenge it or try to debunk its value, our energy should instead focus on understanding how multitasking adds to the experience.

When asked what other activities are performed while social networking, watching programs on TV was by far the most popular at 6. TV at 5. 0%. Interestingly, 1. So, what are viewers saying while multitasking between networking and watching TV. It’s a bit of give and take as 6. Social Media Impact on TV Viewing Choices.

How can social media drive tune- in? That’s often one of the top questions on the mind of TV marketers.

As of now, serendipity certainly plays a role in contributing to tune- in. Three out of 1. 0 people watched a TV show because of something they read or saw on a social network. Social Media Spawns a New Genre of Critics.

In the age of social media, viewers have become participants in real- time experiences. And many, are also becoming critics simply what they say and share online. Social network activity certainly influences behavior, but to what extent requires greater study. The study found that 7. We can assume that those expressions are rooted in opinion and we can also hypothesis that these shared opinions in some way affect the impression of those who see them. At the same time, 2.

This Just In…News no longer breaks, it Tweets. Those who run social activity streams all day will tell you that they learn about news on Twitter first which then drives them to a online or broadcast news source to learn more. But, 3. 1% and 2. I wonder about that data point however as it’s not clear if it is the primary source or the main source. The fact that the study found that social networks make up 1.

I still question the source of the flashpoint. Social Media is Music to My Ears. It’s not just TV shows or movies that benefit from social media. All forms of entertainment lend to peer- to- peer behavioral influence.

THR found that musicians also benefit from social media with 7. For those who saw or read about my interview with Billy Corgan of The Smashing Pumpkins at SXSW, certainly heard how he believes fans must step up their support for the artists that they love. And, sharing what you’re listening to is certainly one way to contribute, whether it’s through frictionless sharing apps such as Spotify or stated support by Tweeting, Facebooking or blogging support. Social Media Tests Positive for Influence. Based on the work of Robert Cialdini, I analyzed six universal heuristics and the role they play in consumer decision making in social commerce. Referred to as “thinslicing,” consumers tend to ignore most information available and instead ‘slice off’ a few relevant information or behavioral cues that are often social to make intuitive decisions. Watch Oh, Mr. Porter! Online Hitfix.

The THR study surfaced that more than half of respondents (5. Across every genre of entertainment, respondents felt that positive posts held greater influence over their decisions than those that are negative. Watch Flick Online IMDB.

Specifically, 8. 2% are influenced in the music they listen to; 7. TV shows they watch; 7. Facebook vs. Twitter. I often refer to Twitter, Facebook and activity stream apps as new attention dashboards. THR asked respondents which networks they used and how.

The answers help in how we better understand what’s of interest to consumers.