If you’re favorite television show is sporting a hashtag, it’s because Twitter means big business for networks and the advertisers trying to reach consumers.
According to a report from The Media Audit, the number of primetime TV viewers who use Twitter is north of 13 million, more than double what it was two years ago. Many of them tweet during a show or sporting event, transforming the viewing experience from passive to participatory.
“Networks are utilizing Twitter to create ‘buzz’ and moderate online discussions about programs that are being watched simultaneously,” the report says.
What may be surprising about this group is their purchasing power. A national survey of more than 7,000 Twitter users revealed they are a third more likely to shop for a new car in the next year, 62 percent more likely to buy electronics and 11 percent more likely to trade on the stock market.
Twitter is also helping television advertisers reach younger viewers, an increasingly difficult task as Gen-Y abandons broadcast TV for online video. The average age on Twitter is 35, compared to 40+ on Facebook.
“The data suggests that TV broadcasters and cable networks have good reason to utilize Twitter and will continue to be a driving force in the TV/digital/social media convergence,” the report says.