The growing use of mobile devices and social apps has led to an increase in second screen and social media usage during television airings. The television screen is supplemented with the use of the smartphone for engagement in other mobile activities, checking of information, or interaction with other people while watching TV. This multitasking phenomenon is further made possible by social media, which can be used to augment experiences such as sports events, political happenings, and TV viewing experiences.
The fast, interactive nature of social media also allows sports fans to be more engaged, while making it possible for athletes to interact with their fans. In a 2018 survey, 51 percent of FIFA World Cup fans stated that they used social media when second screening. The 2018 PyeongChang Winter Olympics in February 2018 generated 103 million tweets and 33.6 billion impressions on Twitter, and it is expected that the 2020 Tokyo Summer Olympics will have similar, if not higher, levels of online engagement from sporting fans around the world. Beyond watching sports events, fans also get news, insights, and comments from social media. Fans can watch a Facebook Live broadcast with their favorite athletes or stay updated on what they are posting on Instagram. As of 2019, Footballer Cristiano Ronaldo was the most-followed athlete on Instagram with over 172 million followers.
Candidates running for public office and members of political parties have also adapted to the changing media landscape, using social media channels to communicate with voters and keep the political conversation going. Political activists have also been using social media to encourage action on critical issues. Social media presents new opportunities for engagement not only between politicians and voters, but also among voters themselves. During a June 2018 survey, 14 percent of respondents stated that they had changed their view on a political or social issue due to something they had seen on social networks in the past year. As of September 2019, former U.S. President Barack Obama's account was followed by over 108 million people, making him the most-followed person on Twitter.
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In the following 5 chapters, you will quickly find the 44 most important statistics relating to "Social media and events".