A global study by Ericsson has found that 62pc of TV viewers use social media while watching TV, up 18pc on last year. By gender, 66pc of women engage in this behavior, compared with 58pc of men.
According to the Ericsson ConsumerLab study 25pc of consumers use social media to discuss what they are watching while tey are watching it.
“Mobile devices are an important part of the TV experience, as 67pc of consumers use smartphones, tablets, or laptops for TV and video viewing,” Niklas Rönnblom, Ericsson ConsumerLab senior advisor said.
“Furthermore, 60pc of consumers say they use on-demand services on a weekly basis. Watching TV on the move is growing in popularity, and 50pc of the time spent watching TV and video on the smartphone, is done outside the home, where mobile broadband connections are facilitating the increase,” Rönnblom said.
Although viewing behaviors and demands are changing, only 7pc of consumers say they will reduce their TV subscriptions in the future. In fact, instead of looking to cut costs, consumers are willing to pay more for an enhanced viewing experience: 41pc of consumers say they are willing to pay for TV and video content in HD.
Although viewing behaviors and demands are changing, only 7pc of consumers say they will reduce their TV subscriptions in the future. In fact, instead of looking to cut costs, consumers are willing to pay more for an enhanced viewing experience: 41pc of consumers say they are willing to pay for TV and video content in HD.
More than half of consumers want to be able to choose their own TV and video content.
Life in a multi-screen world
“As the number of screens and services increase, people are eagerly looking for an easy-to-use, aggregated service that can bring everything together,” Rönnblom added.
“It should allow consumers to mix on-demand and linear TV including live content, facilitate content discovery, leverage the value of social TV and provide seamless access across devices,” he said.
Data was collected in Brazil, Chile, China, Germany, Italy, Mexico, South Korea, Spain, Sweden, Taiwan, UK and the US. Ericsson ConsumerLab gains its knowledge through a global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries and 15 megacities – statistically representing the views of 1.1 billion people.
Digital marketing image via Shutterstock
