The Voice

How influential is social media?

Social activity drives tune-in, loyalty and more live viewing, according to a survey about social TV by TVGuide.com. In total, 17 percent of respondents say they have started to watch a show and 31 percent say they have continued to watch a show because of a social impression.

The study also found that 27 percent of respondents say they're watching more live TV to avoid plot and reality spoilers that may be revealed in real time on social networks. In 2010, 20 percent said they were watching live TV because of social spoilers.

The complete results of the survey (also embedded below), which surveyed 3,041 respondents in February 2012, were presented by TVGuide.com at Monday's Hill Holliday's TVnext Summit in Boston. You can watch a livestream of the conference, which starts at 9:30 a.m. ET/6:30 a.m. PT, below.