Ericsson study: TV viewing increasingly accompanied by use of social media

Tue Aug 28, 2012 8:01am EDT

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  • 62 percent use social media while watching TV - an 18 percent point increase in one year 

  • 67 percent use tablets, smartphones or laptops for TV viewing 

  • 60 percent use on-demand services on a weekly basis 

The results of Ericsson (NASDAQ:ERIC) ConsumerLab's annual study - presented in the TV & Video Consumer Trend Report 2012 - reveal that social TV is becoming a mass-market phenomenon.

Sixty-two percent of consumers use social media while watching TV on a weekly basis, an increase of 18 percentage points in one year. By gender, 66 percent of women engage in this behavior, compared to 58 percent of men. Twenty-five percent of consumers use social media to discuss what they are watching while they are watching it.

 
 

Figure: How often people discuss TV or video on social networks while viewing

Niklas Rönnblom, Ericsson ConsumerLab Senior Advisor, says: "Mobile devices are an important part of the TV experience, as 67 percent of consumers use smartphones, tablets, or laptops for TV and video viewing. Furthermore, sixty percent of consumers say they use on-demand services on a weekly basis. Watching TV on the move is growing in popularity, and 50 percent of the time spent watching TV and video on the smartphone, is done outside the home, where mobile broadband connections are facilitating the increase."

Although viewing behaviors and demands are changing, only 7 percent 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: 41 percent 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. Rönnblom says: "As the number of screens and services increase, people are eagerly looking for an easy-to-use, aggregated service that can bring everything together. 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."

Data was collected in Brazil, Chile, China, Germany, Italy, Mexico, South Korea, Spain, Sweden, Taiwan, UK and the US. In all, 14 qualitative and 12,000 quantitative online interviews were conducted representing more than 460 million consumers.

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. Both quantitative and qualitative methods are used, and hundreds of hours are spent with consumers from different cultures.

NOTES TO EDITORS

Download the report here: http://www.ericsson.com/res/docs/2012/consumerlab/tv_video_consumerlab_report.pdf
All ConsumerLab reports can be found at www.ericsson.com/consumerlab

Download high-resolution photos and broadcast-quality video at www.ericsson.com/press

Ericsson is the world's leading provider of communications technology and services. We are enabling the Networked Society with efficient real-time solutions that allow us all to study, work and live our lives more freely, in sustainable societies around the world.

Our offering comprises services, software and infrastructure within Information and Communications Technology for telecom operators and other industries. Today more than 40 percent of the world's mobile traffic goes through Ericsson networks and we support customers' networks servicing more than 2 billion subscribers. 

We operate in 180 countries and employ more than 100,000 people. Founded in 1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company had revenues of SEK 226.9 billion (USD 35.0 billion). Ericsson is listed on NASDAQ OMX, Stockholm and NASDAQ, New York stock exchanges.

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FOR FURTHER INFORMATION, PLEASE CONTACT

Ericsson Corporate Public & Media Relations
Phone: +46 10 719 69 92
E-mail: media.relations@ericsson.com

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