According to the research of
HDY Institute of Media Environment, nearly 56% of the user's watching TV is influenced by online news articles. The research was conducted to 1200 people living in the metropolis area of Japan ages 15-69.
Interestingly, the research result shows how online media including social media influences people watching TV. 30% of the users were influenced by social media when watching a specific TV program. It also shows the multi-screen behavior and 62% of the users are using smartphones or mobile phones when watching TV and 60% of the users are using computers while watching TV.
26% of the users are chatting with there friends through SNS or LINE while watching TV and 19% of the users have experience "Tweeting" while watching TV. Users who post something about the TV program while watching the program was nearly 18%.
They have clustered the users into 9 interesting clusters based on their behaviors such as;
Male geeks who loves video: representing 6% of the entire users, these people consume media very much and are very tech savvy and follow the trend but often uses recording technology of whatsoever to watch what they like whenever they want to. As a result, these people do not watch TV programs in real-time.
You can see more details in the actual report;
TV viewing behavior study
