1. SOCIAL MEDIA AND
ENTERTAINMENT
HOW DOES ONLINE SOCIAL INTEGRATION
INFLUENCE HOW PEOPLE SHOP
AND ENGAGE WITH ENTERTAINMENT?
C H A D T . D O U G L A S
M M C 5 4 2 7 S P R I N G 2 0 1 6
3 - 1 4 - 2 0 1 6

2. 2
INTRODUCTION
WHAT IS THIS STUDY ABOUT?
PURPOSE AND GUIDING QUESTION(S)
Where consumers go, consumer interests follow, but to what extent? The Internet and social
media represent a world of digital communities both connected to and distinct from those in the real
world. Internet users can do almost anything online that they can do offline, including shopping for,
discovering, and consuming their favorite kinds of entertainment media. Additionally, they can easily
engage with friends and family before, during, and after the shopping and consuming experience.
Companies and brands are now experimenting with maintaining a presence in the same digital social
worlds their consumers inhabit. Increasingly, it’s important to know what those consumers like, and
whether social media influences users’ decisions and engagement with entertainment media. All
companies, brands, and independents selling entertainment or entertainment products are interested
in better understanding the consumption trends regarding entertainment available in both physical
and digital formats.
The research project described by this report was designed to help social media researchers and
entertainment companies and brands learn more about what kind of entertainment (and
entertainment formats) is popular among social media users, what influences their entertainment
purchasing decisions, and how social media plays a role in that decision-making—simply: “What are
people consuming? What influences their consumption decision? How is social media involved?”
The research was aimed at all age groups, genders, education levels, and degrees of interest in social
media and/or entertainment as to capture the widest demographic perspective possible. In addition,
it also explored various motivations and gratifications of using social media to engage with
entertainment media in order to provide as much meaningful, actionable depth of insight as possible.

3. 3
BACKGROUND
WHAT IS ALREADY KNOWN?
SUPPORTING RESEARCH
It’s already known that digital media is changing how people socialize, and especially how they
allocate and divide their attention among digital devices. When it comes to entertainment
consumption, digital/social media users are typically reliant upon what’s popularly called the “multi-
screen experience”—that is, they’re engaging on social media, and consuming entertainment, using
multiple mediums and/or by being active on more than one device at a time, for example, a
laptop/desktop computer and a mobile smartphone, a television and a smartphone, or a
laptop/desktop computer and a television. Multiple screens and socially integrated entertainment is
on the rise, and considerably popular. In fact, according to a 2015 Nielsen report, 58% of people
globally (on average) say that they browse the Internet while watching television, 53% say they like to
keep up with shows so they can participate in the conversations surrounding those shows on social
media, and 49% say they watch live programming in order to see if it involves a social media tie-in
(Nielsen). Social media integration and engagement is a powerful new way to stir the word-of-mouth
(WoM) pot, so to speak. Kimberly A. Whitler (Forbes.com) explains that “three E’s” are essential
when it comes to social media and the unique kind of WoM social media users bring to the Internet.
Other than engaging, she says, brands need to “equip” and “empower” their audience—give them
something to talk about, and give them a number of outlets through which to talk about it.
Empowerment especially is greatly affecting consumer trends as they concern entertainment.
Television shows like The Walking Dead are transcending their primary medium by making themselves
available to fans online (live tweeting) and on mobile (games and apps), for example. Whitler also
makes a point to bring up another Nielsen study that reported that “92% of consumers believe
recommendations from friends and family over all other forms of advertisement.” More importantly,
“74% of consumers identify word-of-mouth as a key influencer in their purchasing decision”

4. 4
(GetAmbassador.com via Ogilvy/Google/TNS). These consumer behavior reports as well as the
accompanying entertainment media trends considered, social media ought to exert considerable
influence upon social media users and their engagement and consumption decisions regarding all
kinds of popular entertainment products.
These findings and themes in other studies were echoed in a focus group that both preceded and
informed the research and survey central to this report. Interviewees were asked to discuss their
social media use and their interests in entertainment media, and were invited to share details about
their personal interest in using social media to connect with others who enjoy the same entertainment
as they do, to engage more deeply with the entertainment they like, to make purchase decisions
regarding entertainment, and to research and discover new entertainment. The results of that focus
group showed great consumer interest in socially integrated entertainment (i.e. The Walking Dead), a
consumer enthusiasm particularly for discovering new entertainment via social media, and revealed
the popularity of channels such as Facebook, Snapchat, and Twitter for connecting with or sharing
with friends and family in regard to entertainment media.
METHODS
HOW WAS THIS STUDY CONDUCTED?
SURVEYING IN QUALTRICS
This study was conducted via questionnaire. A 16-question survey, generated in and distributed
with the aid of the online survey-building website Qualtrics, was “activated” and available online and
on mobile for participation and response collection for approximately 5 days (February 22 to
February 26, 2016). The survey and open participation was advertised on Facebook and Twitter,
participants and non-participants being asked to share the survey link with whomever they felt would
enjoy or be willing to take some time to answer the questions. Many participants and non-
participants did, which helped boost the initial number of respondents. The survey received 50

5. 5
responses (and 1 incomplete response/unfinished survey) over that period of time before
participation was closed and the survey officially “deactivated”. The sampling of respondents did not
call for any particular limitations as far as age, sex, education level, or any other demographics are
concerned, and was open to (generally) non-social media/Internet users and (general) non-
consumers of entertainment as well as average and frequent users and consumers. The survey
questions included a variety of response types, among those, Likert and rank-ordering scales as well
as multiple-choice-based questions, probing both basic demographics and specific information such
as frequency of reliance upon peer referrals, sharing of information about entertainment products,
and so on. The average response rate per question was 98.75%, nearly perfect. This is due to some
participants’ having chosen not to complete one or two questions which may have not been
applicable to them, or questions they could not meaningfully answer based on limited knowledge or
experience necessary to answer such a question. Additionally, one outlier did not complete a survey
or appear to have proceeded past answering the question below the statement of confidentiality.
RESULTS
WHAT DID THE COMPLETED SURVEYS REPORT?
SOCIAL MEDIA AND ENTERTAINMENT IN NUMBERS
The survey returned some surprising and some unsurprising information, and respondents
reported themselves as varying greatly in age (everywhere from 18 to 84 years old) as well as
education level (anywhere from “high school graduate” to “doctorate”). However, respondents
reported themselves as “women” in 71% of surveys, most also identifying themselves as between 18
and 34 years old (64% of respondents). An overwhelming 98% of respondents reported using
Facebook to share with friends and family, exactly half reported using Instagram, and around a third
use Snapchat and Pinterest (38% and 30% respectively). One of the most interesting statistical
findings was that 42% of respondents reported that they actively check to see what brands their

6. 6
friends and family are following on a daily basis, and the average respondent checks at least weekly
(61% of respondents altogether). 62% of respondents say they ask a friend or family member before
buying a new entertainment product at least on a monthly basis, if not more frequently, and about 1
out of every 2 respondents is following books/authors, TV shows/personalities, movies/actors, and
music/musical artists online. Additionally, 71% of respondents reported that they connect with
others on social media daily, 61% say they search for information on entertainment and
entertainment products at least weekly; 94%, monthly. Data thus shows that great numbers of
entertainment consumers are connected to their entertainment online as well as off, they’re
connected to friends and family online, talking about entertainment or researching it through social
networks and online, and most are seeking WoM referrals before purchasing entertainment.
The survey is also telling in regard to respondents’ attitudes toward engaging with, searching for,
and shopping for entertainment online/through social media as opposed to offline (in-
store/traditional mediums and media). In fact, the survey shows that 86% of respondents agree to
some extent that “social media makes shopping for entertainment easier”. Fewer, but still many,
60%, agree to some extent that social media also makes shopping for entertainment “more fun”, an
impressive 98% agree to some extent that social media makes discovering new entertainment
“easier”, and 78% agree to some extent that social media makes that discovery process “more
enjoyable”. As other research has suggested, these numbers indicate that social media is influencing
consumer engagement and consumption behavior when it comes to entertainment media and
entertainment products. Convenience, fun, and connectedness associated with social media appear to
agree with consumer motivations and gratify consumer needs in more ways than answering product
demand with supply.

7. 7
DISCUSSION
WHAT DO THESE RESULTS MEAN?
ACTIONABLE TAKEAWAYS AND OTHER INTERPRETATIONS
Three primary themes emerged from analysis of the data returned by the respondents during this
survey, some of them supported by more detailed statistical means describing differences in the
consumption and social media integration of particular entertainment types. Data and themes from
this survey also align with findings and impressions derived from the earlier focus group session.
The first theme major theme suggests that movies, TV, and especially music compose the “big
three” of online entertainment, and that the social channel Facebook is the most popular among
consumers, or where people like to share with their biggest networks. Again, 98% of respondents
reported using a Facebook account, and 42% of all respondents reported checking in on what friends
and family were following at least weekly, if not daily. Other studies have shown that sensory-rich
media (image/video posts) perform well online, and perhaps the same logic holds that sensory-rich
entertainment media is more popular offline and simultaneously more (naturally) successful online by
virtue of its visual or audio-inclusive content.
The second theme is that people enjoy feeling and being connecting with the entertainment they
consume, and they enjoy connecting with others who like what they like. In other words,
entertainment that integrates well with social media is likely to be enjoyed more than that which does
not. Entertainment and enjoyment value likely rises with social media integration. Take, for example,
the television show The Walking Dead, which encourages live tweeting during and after the show,
including during the follow-up Talking Dead. Additionally, the show is supported by mobile gaming.
The Walking Dead implements high levels of audience interactivity which is limited neither to the time
block the show occupies on television, nor a single tech or social medium (recall the popularity of the
“multiple screen experience”). This kind of integration is most common to more sensory-rich

8. 8
mediums, i.e. it is more difficult to achieve such integration for companies or independents
marketing books on social media or mobile outlets, and videogames, although arguably the most
sensory-rich and most interactive of all entertainment mediums, seems to fall behind in mass social
integration and sharing popularity simply due to niche limitations. It’s relevant to note here that
during the focus group, there was minority interest in videogames and social media/the Internet, as
most focus group participants had little or no experience with videogames or no personal interest in
the entertainment medium.
The third and final theme is that there are different motivations for shopping online for
entertainment as opposed to offline. Respondents generally reported that online shopping is easier
but not necessarily more fun. This general feeling is in agreement with thoughts expressed by
participants in the focus group, wherein it was first discovered that social media convenience and
enjoyability was viewed differently in different contexts and by different people (i.e. digital natives
were less likely to say they preferred “in-person” communication, had more experience using social
media for a variety of uses, and tended to shop for entertainment using more online/social media
resources than digital immigrants). Discovering new entertainment and keeping abreast of
entertainment product news, however was reported to be both easier and more fun in general.
Further, respondents overwhelmingly agreed, to some extent, that social media made them feel more
connected to friends and family who enjoy the same kind of entertainment they do. Another key
talking point in the focus group was “connectedness”. Interviewees valued connectedness they
perceived when engaging with socially integrated entertainment as well as when searching, sharing,
and shopping for entertainment online.
To bring all of this together, note that of all the mediums surveyed, the top three were the most
“sensory rich”, and of the sensory rich mediums (TV, movies, music, videogames), only the three
oldest forms were dominant online. This suggests that videogames, a newer medium (only ~31 years
old), despite contributing to a multi-billion-dollar interactive entertainment industry, are not

9. 9
penetrating as broad a market online as any of the other sensory-rich mediums, and fall behind books
as well. Unsurprising, but backed by other studies, my own survey, and common sense, videogames
still serve a predominantly male-centric, youth-centric audience (note that 71% of my survey
respondents reported themselves to be women, many of whom occurred between the ages of 18-34,
which is typically the biggest videogame consumption demographic). Therefore, videogames will
likely see more success on social channels catering to niche interests, and book marketers, also falling
a tad short on mainstream channels, would be wise to split their marketing efforts more evenly
between mainstream and niche social channels in order to stay abreast of the “big three”. Brands and
products, especially independents, need to have presence online and on social media. Being
discoverable online likely helps more “social” brands stay ahead of others who are “less social” and
“less connected”, as social media integration adds gratification and motivational dimensions to a
brand/product consumption and sharing experience that is not matched by traditional shopping and
WoM.
CONCLUSION
RECAPPING THE STUDY
INSIGHTS, LIMITATIONS, AND FUTURE RESEARCH
Based upon the analysis of data gathered from the social media and entertainment survey, the
exploratory focus group that helped inform and shape the investigations in this follow-up study, and
other, recent research on the topic, social media is clearly influencing consumers who are online and
hoping to engage with socially integrated entertainment mediums and entertainment products. Social
media lends dimensions of gratification to entertainment consumption not inherent in traditional
mediums, and many, if not most, of people consuming entertainment expect to find it online and to
be able to share it with friends, family, and others in their network. They also trust social media will
help them to discover new entertainment going forward. Therefore, this study lends credence to the

10. 10
trending theory that companies, brands, and independents selling entertainment or entertainment
products would do well to integrate their product with popular social networks and social shopping
sites, and would likely benefit from adopting and making use of the “multi-screen/multimedia
experience” when advertising and selling their product (if possible and applicable). Those with a
focus on books or videogames in particular also need to consider splitting their efforts between
mainstream and more niche social channels.
This study is not without its limits. One of the most concerning aspects of the survey was that
demographic data showed that a majority of respondents were women and that younger people
(likely many digital natives among them) were represented more than older groups. This is important,
as data likely describes habits, trends, and interests more representative of one sex/gender and one
particular age group (18 to 34 year olds). Pinterest, for example, was a social channel that polled well
compared to others when respondents were asked to indicate which social channels they use.
Historically, Pinterest has been known to count many, many more female users than male,
researchers typically estimating anywhere from 75-90% of all its users. Should this survey have
included more men, or respondents identifying as “male”, percentages depicting respective
popularities of social channels would likely be affected one way or another. Additionally, if the survey
had included more people over the age of 34 (more digital immigrants), data describing favorable
opinions of social media (as a component of consuming entertainment) may have very well looked
different. Additionally, this study looked at entertainment as a broad spread of products and included
many types. As such, the numbers do not tease out particulars such as whether consumers prefer
books to ebooks, Spotify to radio, traditional TV or theaters to Netflix, and so on.
Future research, therefore, ought to consider the general findings discussed in this study, the
attitudes of entertainment consumers toward socially integrated entertainment, shopping, and
engagement, and look more deeply into one entertainment medium at a time. It would be interesting,
for example, to determine precisely what obstacles videogames face when attempting to penetrate a

11. 11
more mainstream online audience, whether readers engage with and enjoy ebooks or traditional
books more than the other, and how many people are consuming television and movies online as
opposed to in the home or the theater. Additionally, demographic breakdowns would be helpful. Do
men and women generally prefer the same kinds of entertainment? Are certain genres of movie more
popular online than off (would The Grand Budapest Hotel and other “indie” and alternative films have
done as well if not for the extra support of online, niche consumer bases)? There is much deeper and
more focused exploration yet to do, and likely more telling insights to uncover in this area.
APPENDIX A
THE SURVEY
Social Media and Entertainment Survey
This survey is interested in learning more about what kind of entertainment (and entertainment
formats) is popular among social media users, what influences their entertainment purchasing
decisions, and how social media plays a role in that decision-making. The following survey is 16
questions long and should take about 5 minutes to complete.
Statement of Voluntary Participation and Confidentiality
“I understand that my participation in this survey is voluntary, that I may choose not to participate
without penalty, and that my identity will be kept confidential."
Please click the button below to confirm that you understand and agree to the above statement.
(Note: this survey does not ask for any personally identifying information beyond basic demographic
information).
 I understand and agree
Q1 Which of the following social media channels do you use to connect or share with friends,
family, and/or brands? Check all that apply.
 Facebook
 Twitter
 Instagram
 Snapchat
 Tumblr
 Pinterest
 None of these

12. 12
Q2 How often do you look at what brands, products, people, and other things your friends and
family in your social media networks are following?
 Very often (daily)
 Pretty often (weekly)
 Not very often (monthly)
 Rarely (yearly)
 Never
Q3 What kind(s) of entertainment do you most often purchase or engage with in general? Rank the
items in order of most to least preferred,"1" being most preferred and "5" being least preferred.
(Note: If you never purchase or engage with entertainment products of any kind, feel free to leave
the boxes blank and continue to the next question).
______ Books
______ Movies
______ Television
______ Music
______ Videogames
Q4 What kind of entertainment products do you follow on the social media accounts you use?
Check all that apply.
 Books / Authors
 TV Shows / Personalities
 Movies / Actors
 Music / Musical Artists
 Videogames / Videogame Developers
 None of these
Q5 How often do you ask friends or family members for opinions before reading a new book,
watching a new show or movie, listening to new music, or playing a new videogame?
 Very often (weekly)
 Pretty often (monthly)
 Rarely (yearly)
 Never
Q6 What kinds of entertainment media do you think are easiest to find and engage with online?
Rank the items in order of easiest to hardest, “1” being easiest and “5” being hardest. (Note: if you
are unsure how to answer this question or do not know how to answer, feel free to leave the answers
blank and proceed to the next question)
______ Books / Authors
______ Television Shows / Personalities
______ Music / Musicians
______ Videogames / Developers
______ Movies / Actors

13. 13
Q7 Please indicate to what extent you agree with the following statement: “Social media makes
shopping for entertainment easier (as opposed to traditional, offline shopping).”
 Strongly agree
 Agree
 Somewhat agree
 Neither agree nor disagree
 Somewhat disagree
 Disagree
 Strongly disagree
Q8 Please indicate to what extent you agree with the following statement: “Social media makes
shopping for entertainment more enjoyable or fun (as opposed to traditional, offline shopping).”
 Strongly agree
 Agree
 Somewhat agree
 Neither agree nor disagree
 Somewhat disagree
 Disagree
 Strongly disagree
Q9 Please indicate to what extent you agree with the following statement: “Social media makes
discovering new books, movies, shows, music, and/or videogames easier (as opposed to
browsing/searching offline).”
 Strongly agree
 Agree
 Somewhat agree
 Neither agree nor disagree
 Somewhat disagree
 Disagree
 Strongly disagree
Q10 Please indicate to what extent you agree with the following statement: “Social media makes
discovering new books, movies, shows, music, and/or videogames more enjoyable (as opposed to
browsing/searching offline).”
 Strongly agree
 Agree
 Somewhat agree
 Neither agree nor disagree
 Somewhat disagree
 Disagree
 Strongly disagree

14. 14
Q11 Please indicate to what extent you agree with the following statement: “Social media makes me
feel more connected to friends, family, and others who enjoy the same kind(s) of entertainment I
do.”
 Strongly agree
 Agree
 Somewhat agree
 Neither agree nor disagree
 Somewhat disagree
 Disagree
 Strongly disagree
Q12 Fill in the blank: "I am _____ years old."
 under 18
 18 - 24
 25 - 34
 35 - 44
 45 - 54
 55 - 64
 65 - 74
 75 - 84
 85(+)
Q13 Fill in the blank: "I identify my gender as _____"
 Woman
 Man
 Trans / Other
Q14 What is your level of education?
 Less than high school
 High school graduate, diploma, or equivalent (GED)
 Some college (no degree)
 Trade, technical, or vocational training
 2 year degree
 4 year degree
 Professional degree
 Doctorate

15. 15
Q15 How often do you search for or share information about books, movies, music, games, or
television shows online?
 Very often (daily)
 Pretty often (weekly)
 Not very often (monthly)
 Rarely (yearly)
 Never
Q16 How often do you connect with others on social media?
 Very often (daily)
 Pretty often (weekly)
 Not very often (monthly)
 Rarely (yearly)
 Never
APPENDIX B
RESULTS FROM STATISTICAL ANALYSIS
My Report
Last Modified: 03/01/2016
1. Statement of Voluntary Participation and Confidentiality"I
understand that my participation in this survey is voluntary, that
I may choose not to participate without penalty, and that my
identity will be kept confidential."Please click the button below
to confirm that you understand and agree to the above
statement. (Note: this survey does not ask for any personally
identifying information beyond basic demographic information).
# Answer Response %
1
I
understand
and agree
51 100%
Total 51 100%

16. 16
Statistic Value
Min Value 1
Max Value 1
Mean 1.00
Variance 0.00
Standard Deviation 0.00
Total Responses 51
2. Which of the following social media channels do you use to
connect or share with friends, family, and/or brands? Check all
that apply.
# Answer Response %
1 Facebook 49 98%
2 Twitter 11 22%
3 Instagram 25 50%
4 Snapchat 19 38%
5 Tumblr 6 12%
6 Pinterest 15 30%
7
None of
these
1 2%
Statistic Value
Min Value 1
Max Value 7
Total Responses 50

17. 17
3. How often do you look at what brands, products, people, and
other things your friends and family in your social media
networks are following?
# Answer Response %
1
Very
often (daily)
21 42%
2
Pretty
often (weekly)
8 16%
3
Not very
often
(monthly)
9 18%
4
Rarely
(yearly)
10 20%
5 Never 2 4%
Total 50 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.28
Variance 1.72
Standard Deviation 1.31
Total Responses 50

18. 18
4. What kind(s) of entertainment do you most often purchase or
engage with in general? Rank the items in order of most to least
preferred,"1" being most preferred and "5" being least
preferred. (Note: If you never purchase or engage with
entertainment products of any kind, feel free to leave the boxes
blank and continue to the next question)
# Answer
Total
Responses
1 Books 12 9 6 7 13 47
2 Movies 7 12 15 12 0 46
3
Televisi
on
12 12 16 5 3 48
4 Music 14 12 10 10 1 47
5
Videog
ames
4 3 1 4 17 31
Total 49 48 48 38 34 -
Statistic Books Movies Television Music
Videogam
es
Min Value 1 1 1 1 0
Max
Value
5 4 5 5 5
Mean 3.00 2.70 2.48 2.40 3.68
Variance 2.52 1.06 1.36 1.42 3.16
Standard
Deviation
1.59 1.03 1.17 1.19 1.78
Total
Responses
47 46 48 47 31

19. 19
5. What kind of entertainment products do you follow on the
social media accounts you use? Check all that apply.
# Answer Response %
1
Books /
Authors
25 50%
2
TV Shows
/ Personalities
24 48%
3
Movies /
Actors
24 48%
4
Music /
Musical Artists
25 50%
5
Videogame
s / Videogame
Developers
6 12%
6
None of
these
10 20%
Statistic Value
Min Value 1
Max Value 6
Total Responses 50

20. 20
6. How often do you ask friends or family members for opinions
before reading a new book, watching a new show or movie,
listening to new music, or playing a new videogame?
# Answer Response %
1
Very
often (weekly)
11 22%
2
Pretty
often
(monthly)
20 40%
3
Rarely
(yearly)
16 32%
4 Never 3 6%
Total 50 100%
Statistic Value
Min Value 1
Max Value 4
Mean 2.22
Variance 0.75
Standard Deviation 0.86
Total Responses 50

21. 21
7. What kinds of entertainment media do you think are easiest
to find and engage with online? Rank the items in order of
easiest to hardest, “1” being easiest and “5” being hardest.
(Note: if you are unsure how to answer this question or do not
know how to answer, feel free to leave the answers blank and
proceed to the next question)
# Answer
Total
Responses
1
Books /
Authors
10 3 8 6 13 40
2
Televisi
on Shows /
Personalities
12 10 12 1 2 37
3
Music /
Musicians
12 12 4 8 1 37
4
Videoga
mes /
Developers
6 4 0 6 11 27
5
Movies
/ Actors
3 9 12 8 4 36
Total 43 38 36 29 31 -

22. 22
Statistic
Books /
Authors
Television
Shows /
Personalities
Music /
Musicians
Videogam
es /
Developers
Movies /
Actors
Min
Value
1 1 1 1 1
Max
Value
5 5 5 5 5
Mean 3.23 2.22 2.30 3.44 3.03
Variance 2.54 1.23 1.49 2.79 1.28
Standard
Deviation
1.59 1.11 1.22 1.67 1.13
Total
Responses
40 37 37 27 36
8. Please indicate to what extent you agree with the following
statement: “Social media makes shopping for entertainment
easier (as opposed to traditional, offline shopping).”
# Answer Response %
1
Strongly
agree
17 34%
2 Agree 18 36%
3
Somewhat
agree
8 16%
4
Neither
agree nor
disagree
5 10%
5
Somewhat
disagree
1 2%
6 Disagree 1 2%
7
Strongly
disagree
0 0%
Total 50 100%

23. 23
Statistic Value
Min Value 1
Max Value 6
Mean 2.16
Variance 1.40
Standard Deviation 1.18
Total Responses 50
9. Please indicate to what extent you agree with the following
statement: “Social media makes shopping for entertainment
more enjoyable or fun (as opposed to traditional, offline
shopping).”
# Answer Response %
1
Strongly
agree
8 16%
2 Agree 12 24%
3
Somewhat
agree
10 20%
4
Neither
agree nor
disagree
16 32%
5
Somewhat
disagree
3 6%
6 Disagree 1 2%
7
Strongly
disagree
0 0%
Total 50 100%

24. 24
Statistic Value
Min Value 1
Max Value 6
Mean 2.94
Variance 1.65
Standard Deviation 1.28
Total Responses 50
10. Please indicate to what extent you agree with the following
statement: “Social media makes discovering new books, movies,
shows, music, and/or videogames easier (as opposed to
browsing/searching offline).”
# Answer Response %
1
Strongly
agree
24 48%
2 Agree 13 26%
3
Somewhat
agree
9 18%
4
Neither
agree nor
disagree
1 2%
5
Somewhat
disagree
2 4%
6 Disagree 1 2%
7
Strongly
disagree
0 0%
Total 50 100%

25. 25
Statistic Value
Min Value 1
Max Value 6
Mean 1.94
Variance 1.45
Standard Deviation 1.20
Total Responses 50
11. Please indicate to what extent you agree with the following
statement: “Social media makes discovering new books, movies,
shows, music, and/or videogames more enjoyable (as opposed
to browsing/searching offline).”
# Answer Response %
1
Strongly
agree
13 26%
2 Agree 16 32%
3
Somewhat
agree
10 20%
4
Neither
agree nor
disagree
7 14%
5
Somewhat
disagree
2 4%
6 Disagree 0 0%
7
Strongly
disagree
2 4%
Total 50 100%

26. 26
Statistic Value
Min Value 1
Max Value 7
Mean 2.54
Variance 2.13
Standard Deviation 1.46
Total Responses 50
12. Please indicate to what extent you agree with the following
statement: “Social media makes me feel more connected to
friends, family, and others who enjoy the same kind(s) of
entertainment I do.”
# Answer Response %
1
Strongly
agree
18 36%
2 Agree 9 18%
3
Somewhat
agree
14 28%
4
Neither
agree nor
disagree
3 6%
5
Somewhat
disagree
1 2%
6 Disagree 4 8%
7
Strongly
disagree
1 2%
Total 50 100%

27. 27
Statistic Value
Min Value 1
Max Value 7
Mean 2.52
Variance 2.62
Standard Deviation 1.62
Total Responses 50
13. Fill in the blank: "I am _____ years old."
# Answer Response %
1 under 18 0 0%
2 18 - 24 16 33%
3 25 - 34 15 31%
4 35 - 44 0 0%
5 45 - 54 5 10%
6 55 - 64 4 8%
7 65 - 74 6 13%
8 75 - 84 2 4%
9 85(+) 0 0%
Total 48 100%

28. 28
Statistic Value
Min Value 2
Max Value 8
Mean 3.83
Variance 3.93
Standard Deviation 1.98
Total Responses 48
14. Fill in the blank: "I identify my gender as _____"
# Answer Response %
1 Woman 34 71%
2 Man 13 27%
3
Trans /
Other
1 2%
Total 48 100%
Statistic Value
Min Value 1
Max Value 3
Mean 1.31
Variance 0.26
Standard Deviation 0.51
Total Responses 48

29. 29
15. What is your level of education?
# Answer Response %
1
Less than
high school
0 0%
2
High
school
graduate,
diploma, or
equivalent
(GED)
3 6%
3
Some
college (no
degree)
9 19%
4
Trade,
technical, or
vocational
training
4 8%
5
2 year
degree
6 13%
6
4 year
degree
18 38%
7
Profession
al degree
6 13%
8 Doctorate 2 4%
Total 48 100%
Statistic Value
Min Value 2
Max Value 8
Mean 5.10
Variance 2.69
Standard Deviation 1.64
Total Responses 48

30. 30
16. How often do you search for or share information about
books, movies, music, games, or television shows online?
# Answer Response %
1
Very
often (daily)
10 21%
2
Pretty
often (weekly)
19 40%
3
Not very
often
(monthly)
16 33%
4
Rarely
(yearly)
2 4%
5 Never 1 2%
Total 48 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.27
Variance 0.84
Standard Deviation 0.92
Total Responses 48

31. 31
17. How often do you connect with others on social media?
# Answer Response %
1
Very
often (daily)
34 71%
2
Pretty
often (weekly)
13 27%
3
Not very
often
(monthly)
1 2%
4
Rarely
(yearly)
0 0%
5 Never 0 0%
Total 48 100%
Statistic Value
Min Value 1
Max Value 3
Mean 1.31
Variance 0.26
Standard Deviation 0.51
Total Responses 48
REFERENCES
CITED IN “BACKGROUND”
GetAmbassador.com. 2016. “40+ Word-of-Mouth Marketing Statistics You Should Know”.
Retrieved: https://www.getambassador.com/blog/word-of-mouth-marketing-statistics
Nielsen.com. 2015. “Live TV + Social Media = Engaged Viewers”. Retrieved:
http://www.nielsen.com/us/en/insights/news/2015/live-tv-social-media-engaged-viewers.html

32. 32
Whitler, Kimberly A. 2014. “Why Word of Mouth Marketing Is the Most Important Social
Media”. Retrieved: http://www.forbes.com/sites/kimberlywhitler/2014/07/17/why-word-of-
mouth-marketing-is-the-most-important-social-media/#464485eb7a77