In yet another example of how Twitter is positioning itself as media/entertainment platform, the social network released a report today showcasing the tweeting habits of people while watching television in the U.K.
The “Twitter TV Book” breaks down the tweeting habits of the social network’s TV-watching members by age, sex, peak use, device, and more. It also features a set of analytics that shows TV programmers who make up their tweeting audience is and how to interact with them.
And just to reinforce why these media companies should pay attention to the social network, Twitter reveals that about 60 percent of the U.K.’s 10 million active users tweet while watching a television program. Also, Twitter states that 40 percent of all tweets mention TV in some form.
Not only does the TV book offer a breakdown of programs by demographics, it also provides insights to specific genres as well as advice on how best to engage viewers on Twitter. For example, factual/documentary programs get a constant amount of activity when interesting evidence is presented, while dramas have an ebb-and-flow based on breaks during the program. (See screenshots below.)
While the programming heavily sways some of the data provided, this info does do a good job of making the media industry aware that Twitter is becoming a mainstay for when folks plop down on the couch and grab the remote.
The TV Book is also interesting because it reveals just how Twitter plans on growing its advertising and promotional revenue. Twitter is best at being a real-time communication platform, so targeting media companies that are beholden to their own ad clients is a smart move because it gives them data about their audience as well as a way to show more value when/if the audience mentions those TV ads.
VB’s research team is studying web-personalization... Chime in here, and we’ll share the results.