Two-screen viewing and its effects on television viewing behavior of Generation Y members and their television-related use of social media.

摘要

Two-screen viewing is a relatively new, yet emerging concept that involves simultaneously watching scheduled television programming while using auxiliary devices such as a computer or smart phone, to socially interact with others or people associated with that program about that programming through websites. It also includes the study of television-related social behavior, devices, and networks (Bray, 2012).;This thesis explored how two-screen viewing affects the television viewing behavior of Generation Y members and their television-related use of social media. Participants of this study were asked voluntarily to be a part of the research that took place online for two weeks through SurveyMonkey. A 24-question survey consisting of topics related to demographics, social media use, television genres, viewing behavior, and likelihood of certain situations, was used. The instrument yielded 110 participants.;Analysis of the data yielded several significant relationships. The study found that participants (38.3%) use Facebook more than Twitter (32.7%) to discuss television-related content at least once a day. Participants (46.2%) were also more likely to discuss television-related content that was broadcast live vs. recorded. Sunday (45.4%) was the most common day that participants commented on Facebook and/or Twitter about television-related content. When referring to television genres, the majority of participants (53.8%) reported that they comment about sports. The study also found that the 18-22 age group were the major consumers of two-screen viewing. Participants use Facebook and Twitter (29.2%) simultaneously 10 times or more a day than any other age group. Half of the 18-22 age group (50 %) spends two hours a more a day using Facebook and Twitter together while watching television.