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| Twitter is as influential in deciding the winners of The X Factor and Strictly Come Dancing as the judges on each show, and even more influential than other key news sources, new research has claimed.
Drawing on the data of 13,000 people, media agency Carat investigated the influence of social media services such as Facebook and Twitter on actual viewer voting behaviour on the two talent shows.
The survey revealed that 66% of people viewed what was said on Twitter as the most trusted source of media during The X Factor and Strictly Come Dancing.
The microblogging site was found to be 42% more influential than traditional media outlets, despite people having around 24 hours to consider their vote from the Saturday live shows.
Twitter's strong level of influence was also despite just 14% of the respondents claiming to use the site while watching the shows, compared with 51% who use Facebook at the same time.
The X Factor and Strictly Come Dancing judges were deemed to be equally as influential in shaping viewer opinions as Twitter, with 17% of respondents saying that is what decides their vote.
Carat found that respondents who regularly watch The X Factor were generally more active in using social networks or blogs to comment and share their views on major live TV events.
from here.
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