During the General Election, several commentators observed people were taking to Facebook and Twitter to comment on the live leaders debates. This trend that was again discussed during the considerably more dramatic and exciting event that was The X Factor, with lots of people using their social networking accounts to rally votes for their favourite acts.

A recent study undertaken by marketing agency Digital Clarity considered this trend, noting that 72% of Under-25s now use social networking on their mobile phones to review or comment on TV programmes as they watch. Among the shows that highlighted as having the most status time dedicated to them were Glee, The X Factor and Skins.

Data from Touchpoints reaffirms this research, with 27.3% of 15-24 year olds found to be in agreement with the statement ‘I am increasingly using my mobile phones to visit social networking sites’. Further insights from this report demonstrate that on an average day between the hours of 7 and 10pm there are over 200,000 under 25s using both media forms. At the weekend the most popular time for this is between 7.30 and 8pm whilst during the week the peak time is slightly later between 8.30pm and 9pm.

MEC Opinion: The trend of tweeting throughout TV programmes turns viewer  into reviewer, and makes the role of the TV audience more significant. Part of the fun of this years Channel 4 series My Big Fat Gypsy Wedding was simultaneously watching, whilst noticing a sudden influx of male facebook friends take a sudden interest in the latest form of courtship 'grabbing.' It will be interesting to see whether broadcasters exploit this ever-changing network of commentary. Additionally it raises  questions about the degree of influence the people you follow have on what programmes you chose to tune into.