A study published by media agency Carat yesterday showed that viewers are influenced by Social Media activities like Facebook and Twitter as much as the judges on the shows themselves.

From a group of 13’000 respondents, data showed that 51% of X Factor viewers use Facebook at the same time as watching the show while 14% use Twitter. In deciding who to vote for on X Factor and Strictly Come Dancing, Twitter and the judges themselves are equally as influential with 17% of viewers saying that this is what influences them who to vote for ‘a lot’. 7% of viewers have tweeted about an ad during the X Factor, whilst 26% have commented on Facebook about it.

In October in the US X-Factor announced an official partnership with Twitter after recognising the increased engagement viewers had with social media while watching the site.

Trustworthy

Twitter is seen as the most trustworthy, with 66% of viewers believing what they read on the site about X Factor and Strictly Come Dancing when deciding how to vote.

Tracy De Groose, Managing Director, Carat said:

This survey gives us a great insight into the direct influence of social media on consumers’ voting behaviour for the first time and underlines the enormous power of second-screen engagement. As with many things in life, we are massively influenced by friends and opinion formers. The only difference is technology is making this easier and easier.