A trend study conducted by Neilson found that one in three people are using Twitter to talk about what they are watching on TV. The study also discusses how dependent people between the ages of 18-24 have become with a third of respondents in this age range admitting to Tweeting while they are in the bathroom. Neilson also reports that the number of minutes spent on social media has nearly doubled in one year. This has major implications for marketers, advertisers, and media in general. Media organizations and marketers are going to need to continue to evovle their strategy to 1. compete for attention and 2. take advantage of the opportunity to engauge the audience and create more two-way open communication.