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The results reveal the strength of Twitter as a core news platform. Journalists, bloggers and athletes use Twitter as a next-generation newswire. For these users, Donald Trump has done a great service to the social media community by cementing the useful role that Twitter plays in news dissemination, even if the corporate team at Twitter continues to believe they can create a mass media juggernaut that competes head-to-head with Facebook."

Other findings included that 87 percent of people want to be able to get more perspective on a story by seeing through a particular character’s eyes or changing the point-of-view altogether and switch to a different character.

91% say narratives with a “real-time” story-world would motivate them to tune in more often to ensure they weren’t missing anything,” the report said.

41 percent of people use a second screen at least once per week while watching TV. Additionally, 67 percent say that using a second screen to interact with TV content would increase their overall TV viewing. The most popular second screen activities while watching TV tended to be goal-oriented, such as earning rewards (80% interested), voting to decide a show’s outcome (79%), or making a purchase (76%).

92 percent of respondents agreed that there was a “a real opportunity for brands to make ads feel more like a story or a game that they’d naturally choose to engage with”

people want a more immersive story-telling experience across different devices, and one in which characters continue to live out their lives,