A new TVGuide.com poll looked at how TV viewers combine their viewing with Twitter, Facebook, and other social media. In a March 2012 online survey, they asked about the reasons they engaged in "Social TV" activity. The most common responses in 2012 were keeping their favorite shows on air (78%), informing friends of what shows they watched (61%). When watching major live TV events, more people engaged in Social TV activity to find out what others were saying about the event (69%) than wanted to share their own thoughts (33%). And reflecting other studies of mobile and tablet use, a large proportion (40%) of Social TV users did so while watching TV, although the activity could also occur before (53%) or after (95%) the program as well.
There was no mention in the article as to whether the survey samples were random or even representative, so treat the numbers as indicators rather than generalizable facts.
Source - Social TV Fans Driven By Desire To Keep Shows On The Air: Survey, Multichannel News