A majority of people are unlikely to use automatic social alerts that tell friends what entertainment they’re watching or hearing. Furthermore, when they choose to share comments about the experience, people usually prefer to wait until it’s over.
These are among the findings in a new report from Edelman, based on research commissioned from independent firm StrategyOne, which in general reinforced the audience’s growing demand to be entertained on their own terms.
The research found only about 20 percent of respondents were likely to use entertainment-related automatic social alerts, with 59 percent expressing a strong dislike of them. When they do comment online, 34 percent do so afterwards, just over twice the 16 percent who comment before or during.
Unlike in practically all other industries, positive reactions to entertainment are more likely than negative ones to get passed along – 89 percent of respondents saying they would comment if they liked something, compared to 74 percent who would share their dislike.
“Two things are clear this year. Audiences want complementary experiences on second screens. They do not want to be distracted, which is why they are more likely to comment online after viewing,” said Gail Becker, chair, U.S. Western Region, Canada and Latin America, Edelman. “Social networks offer great opportunities to brands, but audiences want to remain in control, and do not want to automatically share what they are viewing.”
Edelman – Value & Engagement in the Era of Social Entertainment and Second Screens Survey
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