People spend more time using social networks or chatting on mobile devices when they are watching television than at other times, according to a report by Swedish telecoms manufacturer Ericsson AB.
The Ericsson ConsumerLab TV and Video Report 2012, which includes opinions from Taiwanese respondents, found that more than 80 percent of those polled browse the Internet while watching videos or TV, and over 60 percent use social forums or blogs while watching, on a weekly basis.
Among those who use social forums and chat online while watching TV, 42 percent are discussing the things they are watching, the report said.
This kind of multitasking behavior is increasing because of the availability of different easy-to-use mobile devices such as smartphones, laptops and tablets, it added.
Almost 60 percent of the people who use social forums or chat online while watching TV say they do so using a laptop, while 54 percent say they use a smartphone, the report said.
“Consumers don’t simply stop using Facebook or Twitter just because they have sat down in front of the TV. The two activities are instead done in parallel or even merged into a new kind of behavior,” Ericsson officials said in the report.
The annual study is based on 12,000 online interviews conducted in 12 countries — Taiwan, the US, the UK, China, Spain, Sweden, Brazil, South Korea, Germany, Mexico, Chile and Italy.
All respondents were between 16 and 59 years old, watch some type of TV or video at least once a week and have a broadband connection at home, according to Ericsson.
In another survey, Ericsson found that worldwide mobile data traffic doubled between the third quarter of 2011 and the third quarter of last year, and the company predicted that the figure could grow 12 times from last year to 2018.
Ericsson’s research showed that online video is the biggest contributor to mobile traffic volume, accounting for 25 percent of total smartphone traffic and 40 percent of total tablet traffic.
On the other hand, worldwide mobile advertising revenue is forecast to reach US$11.4 billion this year, up from US$9.6 billion last year, according to research firm Gartner Inc.
The revenue is expected to reach US$24.5 billion in 2016, with mobile advertising revenue creating new opportunities for app developers, advertising networks, mobile platform providers, specialty agencies and even communications service providers in certain regions.
“Smartphones and tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends an increasing share of its time with these devices,” Gartner research vice president Andrew Frank said.
“Mobile advertising should be integrated into advertisers’ overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets,” he said.
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