If you felt that the use of social media and second screens while watching TV was mostly hype, Ericsson’s latest ConsumerLab study throws some kerosene on the fire…
Those are a few highlights from the recent study from the Swedish telcom manufacturer Ericsson.
12,000 people from twelve countries took part in an online survey, including; the U.S., the U.K., China, Spain, Sweden, Brazil, Taiwan, South Korea, Germany, Mexico, Chile and Italy.
Note that the nature of the survey prevents it from being truly representative of the population, and the self-selected, new media-savvy respondents likely spiked these numbers north.
However, if the previous survey which served as a baseline was fielded in a similar way, the numbers are headed in one direction – up.
The report also finds that 41% of consumers are willing to pay for HD quality, and 60% are using on-demand services on a weekly basis.
The survey finds that the main drivers for social TV behavior include:
* Not Watching Alone
* Gaining a community feeling – connecting with others
* Validating self against public sample
* Curiosity of opinions of others
* Wanting to influence or interact with content
* Gratification of being acknowledged by others
* The need to further analyze and discuss
For international broadcasters, who more often than not serve emerging countries, the numbers would be much lower. But some of the trends seen here are likely to be duplicated in emerging media environments in the future.
Download the study at Ericsson’s ConsumerLab page.
Category: Think Pieces