The manner in which people decide which show or video clip to watch on either TV or the internet is very similar - with verbal word of mouth (in-person conversations or phone calls) scoring well above social media as a regularly used source, and TV ads and search engines also playing major roles, according to a research report from Knowledge Networks.

The report, "How People Use Video Navigation," explores how advancing technology and increasing viewer control are changing expectations about video viewing, both online and on TV, writes MarketingCharts.

Too Much Emphasis

It found that TV ads are the most important source for discovering new programs and deciding what to watch on TV, with verbal word-of-mouth coming in second for discovery and third for decision making (behind interactive program guides).

In fact, out of all the sources examined - TV ads, TV IPG, verbal word of mouth, search engines, social media, reviews on TV, reviews on the internet, and non interactive program guides - social media scored the lowest, with only 16% of online viewers turning to Facebook or Twitter to decide what to watch.

"With online video, one sees the possibility of placing too much emphasis on social media sources, such as tweets from celebrities, as direct drivers of viewing," said David Tice, VP and group account director of Knowledge Network.

"In fact, it is 'in-person' word of mouth and search - even TV ads or coverage - that show more influence in the online space."

SocNet's Allure

These findings are at odds with the growing investment Hollywood and music studios are placing in social networks as a tool to promote new content. MySpace's live streamed "The Twilight Saga: New Moon" red-carpet arrivals at the movie's world premiere last month.

This month RCA Music Group released a full stream of Alicia Keys' upcoming album, "The Element of Freedom," exclusively to the artist's 1.2 million Facebook fans - a first for the movie industry.