The Pew Internet and American Life Project recently published a study that found 50% of cellphone owners use their phones while watching TV. Connected viewers are not only driving the rise of Social TV, their activities are opening new windows for real-time multi-screen experiences that require design.
Social media is more than a digital water cooler for TV and movies. The global conversation that takes place around events and the experiences people share based on what they watch teaches us about consumer preferences. More importantly, their activity influences behavior. Behavior counts for everything. Studying it is just the beginning of course. In order to understand and eventually steer behavior, we must translate activity into insights and in turn, translate insights into actionable strategies and programs.