Multiscreen engagement beyond important in Sweden
Posted on Sep 4, 2013 by YuMe
Multiscreen engagement has become a mainstream pastime among consumers around the world, notably in Nordic countries. As such, Internet video advertising is playing a larger role in how brands connect with their target audience bases. According to eMarketer, a study conducted in April 2013 by research and analytics provider Inizio surveyed Internet users in Sweden to determine how they use mobile devices in front of their television screen.
Inizio found nearly 4 in 5 respondents stated they use a second screen while watching TV. Sixty-eight percent of these Web users said they use a mobile phone, 56 percent reported utilizing a computer and 27 percent said they opt for a tablet while in front of the tube. Survey participants were more likely to use their second screen for entertainment than any other purpose, with about half stating they access social media, games and email, eMarketer reported. Thirteen percent use their mobile device or computer to research a product or service advertised on TV.
Much like their international counterparts, younger Internet users in Sweden are much more likely to engage in multiscreen behavior than older ones.
Inizio's findings align with those published in a recent "TV and Media" report from Ericsson ConsumerLab. The research examined video viewing around the world and determined multiscreen use is becoming increasingly common in households around the world. Additionally, streaming media online is growing in popularity, placing online video ads in front on more people. As Internet video viewing evolves, the content people watch changes based on the circumstances in which they watch it. MediaPost noted. For example, as mobile phones grow more sophisticated, people in countries across the globe – including Sweden – turn to short-form video for on-the-go entertainment.
Meanwhile, tablet adoption has led more consumers to watch long-form video on these devices, and streaming service subscriptions are increasing significantly. As these trends continue, brands can capitalize on multiscreen engagement and Internet video viewing with online video advertising and video advertising on mobile.