Women lead the way on social TV | Social TV | News | Rapid TV News
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Women are a driving force behind social media — and video — usage, logging over two hours more per week than men across multiple devices, according to the Video Advertising Bureau (VAB).

social tvIn examining how users interact with social television by device, gender, age and day, the VAB found that Generation X now spends even more time on social than millennials: in an average week, Generation Xers spend 39 more minutes on social media.

Further, the report found that women account for 61% of unique users who interact with TV-related content on Facebook. And, although tablet penetration is similar among men and women, women are almost three times more likely to access social media on a tablet.

VAB took a look at the strong symbiotic relationship between social media and TV, and found that social increasingly influences what viewers watch. In turn, TV programming generates countless conversations, interactions and activities on the second screen, which increases engagement and time spent across social platforms. Given social media’s ubiquitousness (almost nine out of ten adults in the US actively use at least one platform), the ramifications for brands and content owners can be profound.

In fact, 41% of adults 18+ have watched a TV show or movie because of social media; while about half (45%) of smartphone owners use them every day while watching TV.
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