Wednesday 25 April 2018

X Factor: How Twitter influences voting on pop show

The X-Factor contestants. Photo: PA
The X-Factor contestants. Photo: PA

Emma Barnett

THE majority of people watching the X Factor use Twitter to help decide their vote, rather than listening to the judges, a new study has found.

During the grand finale last night people were checking Twitter and Facebook for reactions to the contestants’ performances in order to decide how to vote.



Sixty-six per cent of those polled for the major media survey, said that Twitter was the most trustworthy source, more so than traditional media, which they consulted before voting.



The study, which was carried out by Carat, a media advertising agency, and analysed the data of 13,000 people, found that the majority of people consider what is said on Twitter and Facebook about the X Factor, to be as influential as the show’s judges’ comments.



Twitter is also now 42 per cent more influential than other key news sources in deciding voters’ behaviour.



Engaging with social media while watching TV is norm for most, with 51 per cent of viewers updating their Facebook status during the show, and 14 per cent tweeting.



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.’



Last month, X Factor creator, Simon Cowell, finally joined Twitter, despite having previously publicly expressed his disdain for the service.



He has now fully embraced the service, taking into account fans’ comments about the show and has even amended the show based on Twitter user feedback.



As of November, fans of the X Factor in the USA, can use Twitter to vote free of charge.



Telegraph.co.uk

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