The 2014 awards season came to a conclusion last night with the airing of the Academy Awards, and a February 2014 study by Influenster found that more than nine in 10 US female internet users had planned to watch the event. Respondents didn’t plan to just watch the awards, though: 97% said they would use social media while viewing the Oscars.
The survey determined that US female internet users who accessed social media while watching cultural events on TV did so to see other people’s reactions or because it made the show more entertaining. More than half of respondents also logged on to social sites as they viewed events because it made them feel like part of a community. Read the rest at eMarketer.