Dec 2011

Social Media can Influence X Factor and Strictly Come Dancing Votes

Media agency Carat studied how influential Facebook and Twitter are when deciding who to vote for on reality shows X Factor and Strictly Come Dancing. The research derived from data of 13,000 people found that the X Factor and Strictly judges are equally as influential in forming viewer’s opinions as Twitter, with 17% of respondents saying that is what establishes their vote.

It was discovered that Twitter is 42% more powerful than other main news sources in deciding voting behaviour. 66% of viewers also say they trust what they read on the site about X Factor and Strictly Come Dancing when deciding how to vote. Despite Twitter being most influential, only 14% of respondents claim to use the site whilst watching the shows compared with 51% who use Facebook at the same time.

Tracy De Groose, managing director of 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.”

Do you think social media sites can influence voting behaviour on reality TV shows such as the X Factor and Strictly?


Written by Scott Lawrie at 15:31


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