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The conclusion is, According to UK research from YouGov commissioned by social media agency Diffusion, that a majority of British people now surf or text while watching TV and what Diffusion calls "media stacking" is prevalent among the 18 to 24-year-old demographic, with 76 per cent saying they "regularly" browsed the internet while watching TV.
Fifty-eight per cent of some 2,000 UK consumers surveyed said that they use online or mobile services while watching TV programmes. and some 40 per cent of 18 to 24-year-old women and 29% of 18 to 24-year-old men said that they mostly use social networking sites such as Twitter and Facebook while watching TV.
And not only that, but the Press Association reports that:
"...viewers 'want a say' in TV plot."
"...Ivan Ristic, Director at Diffusion PR who commissioned the study, said: "Television programming is heading the same way as traditional print media - the internet."
"Consumers are keen to be more involved with plot direction and want up to the minute information to be able to know what songs are playing and where they can buy their favourite characters' outfits. The trend shows that viewers want instant commentary and recommendation by their family and friends, currently turning to social networks and text messaging to do this whilst watching.
Leaning back is now moving forward and Ristic told Digitalspy.co.uk that:
"Social media is really making TV social again and creating a deeper and extended shared viewing experience," added Ristic. "It's no longer good enough to discuss the latest episode of Mad Men or Glee the following day at work, people are creating, sharing and reading real-time reactions via social media channels." "The old adage that TV is a lean-back experience compared to lean-forward web surfing no longer holds true, our research shows that increasingly people are doing both simultaneously. "
Diffusion itself also blogged that:
Consumers have indicated that they want to see a future of television and internet access joined together on their TV set. Keen for functions that will enable them to comment, vote and download information on the programmes they are watching. Viewers want instant commentary and recommendation by their family and friends, currently turning to social networks and text messaging to do this whilst watching.
YouGov questioned 2,086 people aged between 18 and 55 for the survey.