Social Media TV User Map (Video)

After conducting our first round of research for the Social TV Experiment (Social TV Experiment Overview), our team has grouped respondents based on distinct characteristics.  The Social Media TV User Map plots these consumers according to their enthusiasm for TV, their social media usage and technology usage. You can view the user map here on Flickr or you can register for access to Voice to download your own copy of the User Map. Once in Voice, click on Major Findings to view and download.

In our next round, we will further define these user profiles into personas and we’ll begin testing concepts, such as the new Tweeplayer. According to this first round of research, 2 out of 5 users would use Tweeplayer (Chatty Cathy and Passionate Penny).

Want to know more? Take a few moments to join our CEO, Eric V. Holtzclaw, as he presents a quick, 4-minute walk-through of the User Map and tell us which user you are!

User Insight’s Social Media TV User Map from User Insight on Vimeo.


Which User Are You?

Tell us here on the blog!  Any other questions or thoughts about our User Map are welcome – please leave a comment!




  1. Anthony

    It seems too convenient that the users are on a perfect diagonal from least social and least interested up to the other end. Aren’t you likely to have very social people or are not interested in TV and TV gadgets? Or people like my parents who watch shows religiously but are not into technology? I know there will always be outliers, but these seem like significant demographics. Do the five personas you have seek to represent the largest portion of users? What are your thoughts about not having personas in the upper left and lower right of your map?

  2. Eric V. Holtzclaw

    Great question! The user map represents the intersection of social media usage, enthusiasm for TV AND technology usage. Be sure to see the green gradient overlay that represents technology usage.

    It is true that the users you mentioned exist. Those not interested in TV or TV gadgets, but users of technology and social media, would fall into the upper left-hand corner of the chart. Your parents, TV watchers that are not into technology, would fall in the lower right-hand corner.

    But why would a company building a product that is meant to service both social media and television care? We argue that you should not pay attention to them because they would never use the product in question, a social TV application, because they either a.) don’t watch TV or b.) don’t use social media. A more interesting thing to learn is what (if anything) would move them from where they are today to one of the represented profiles.

    As to your question regarding representation – Yes, these five personas “represent the largest portion” of potential users of a social media TV product. By performing a quant study that segments a statistically significant sample you can learn the distribution of these profiles within the overall population.

    Thanks again for your interest! Please let us know if we can further clarify.

  3. david wesson

    Hi Guys,

    Great User Map! I found it to be very useful. I am currently researching social TV for a blog post article and with your kind permission will reference your user map.

    I think the are a number of ways that companies can promote their content in this space depending on how deep you want to go. The options I see at the moment are:

    1.Content Discovery
    2.Connecting with friends and like-minded people before,during and after scheduling
    3.Reward schemes through engagement
    4.Checking-in through social networks like Miso, Amp and GetGlue asking consumer to play a part in how progam is put together past reality tv
    6.Listening to consumers via social media
    7.Selling to them via interactive experience e.g via GOAB platform

    Twee player looks interesting do you have any more info. available or a demo to see it in action ?



    1. User Insight

      Hi David,

      Thank you for your comment! The 7 avenues for engagement and convergence that you listed above seems like a good list. It will be interesting to see where ‘social TV’ will go as it’s changing and evolving each day.

      We don’t have the inside scoop on Tweeplayer, we’ve only visited the Beta site. Maybe if you reach out to them over Twitter they might provide you with additional info?