Examining the Role of Individual Differences & Motivation in Predicting Social TV Viewing Behaviors among Young Adults in the U.S.

Abstract

Social TV is the modern media multitasking behavior in which audiences engage in simultaneous social media use while watching linear or streaming television. This emerging trend in media consumption is growing as both the use of social media and integration of social media in television content becomes ubiquitous. An online survey (N = 276) utilized Uses and Gratifications theory as a framework for examining motivations closely associated with television consumption and social media use. Multiple regression results reveal that Passing Time and Personal Innovativeness positively influence the likelihood of using Social TV.