Deloitte poll finds social media and TV to be complimentary – not competitive
A poll conducted by the think tank Deloitte of 4,000 British consumers has found that half simultaneously watch TV whilst surfing the web.
The findings also indicate that the average Briton spends 118 hours watching TV each month with just 3.3 hours spent on social networks.
Of our time spent online internet shopping is our preferred pursuit whilst catching up on Corrie, beating email and instant messaging into second place and relegating social networking to third.
Looking at the figures Laurence Green, founding partner of creative company 101 told the Telegraph: “Sharper alignment of a brand's TV laydown with its website – for example, by a clothes retailer making sure an advertised item is only one click away in real time – might therefore be a better allocation of limited resource than trying to win friends on Facebook.”
Green’s comments come following the decision by Pepsi to return its marketing clout to TV this year after jumping solely on the social media bandwagon in the last – a decision viewed by commentators as a mistake.