According to the Ericsson Consumer Lab’s annual study presented in the TV & Video Consumer Trend Report 2012 reveals that social TV is becoming a mass-market phenomenon.
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Sixty-two percent of consumers use social media while watching TV on a weekly basis. 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.
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Niklas Rönnblom, ConsumerLab, Senior Advisor, Ericsson, said, “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.”
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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.
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”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,” Rönnblom further added.
