Nielsen: Social Media Positively Impacts TV Experience

NEW YORK: An increasing number of U.S. TV-watchers are also engaging with social media and other second-screen experiences, according to Nielsen, which reports that this behavior increases awareness of television programs.

According to a new Nielsen study, a quarter of TV viewers reported that they were more aware of TV programs due to their social media interactions in a year-on-year comparison from 2012 to 2013. The study also found that 15 percent of viewers said they enjoyed watching TV more when social media was involved.

In addition to social media, consumers are also using the second screen to engage in other digital activities while watching TV content. Among Americans aged 13-plus who own a smartphone or tablet, more than two-thirds of tablet users and about half of smartphone users said surfing the web was the number one activity they choose to do while watching their favorite TV programs. More than 40 percent of tablet owners said shopping or looking up actors, plots and athletes were the top activities they did while watching TV. With smartphone owners, 29 percent said they emailed or texted friends about a program, and 27 percent said they checked sports scores.

Nielsen said that as Americans are "warming up to" social TV more and more, advertisers should find new opportunities to join the conversations and activities that viewers are engaging with while watching television.