An Ericsson Consumer and Industry Insight Report
October 2017
ERICSSON
CONSUMERLAB
TV and
MEDIA 2017
A consumer-driven future of media
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Ericsson ConsumerLab has more than 20 years’ experience
of studying people’s behaviors and values, including the way
they act and think about ICT products and services. Ericsson
ConsumerLab provides unique insights on market and
consumer trends.
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 –
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. To be close to the market and consumers, Ericsson
ConsumerLab has analysts in all regions where Ericsson is
present, developing a thorough global understanding of the
ICT market and business models.
METHODOLOGY
the voice
of the consumer
Contents
3KEY FINDINGS
4THE EVOLUTION OF THE TV USER
5CHANGING CONSUMER ATTITUDES
6MORE CONTENT, MORE CHOICE
7 THE SMALL SCREEN TAKES OVER
8 THE SOCIAL SPARK OF VIRTUAL REALITY
10 THE CONTENT DISCOVERY CRISIS
11 ADS NEED TO CHANGE
12 ORIGINAL CONTENT IN DEMAND
13 THE SHAPE OF SPENDING
14 TV IN 2020 AND BEYOND
2 ERICSSON CONSUMERLAB TV AND MEDIA 2017
Quantitative data was collected from 13 countries.
Approximately 20,000 online interviews were held with
people aged 16–69 in Brazil, Canada, China, Germany,
India, Italy, Russia, South Korea, Spain, Sweden, Taiwan,
the UK and the US.
All respondents have a broadband internet connection at
home and watch TV or video at least once a week, and
almost all use the internet on a daily basis. This study is
representative of over 1 billion people.
Qualitative insights were gathered through 12 in-depth
interviews conducted in virtual reality (VR) with
English-speaking users of VR. These respondents all have
multiple devices and an internet connection at home.
All reports can be found at:
ericsson/consumerlab
Base: 13 countries
Brazil, Canada, China, Germany,
India, Italy, Russia, South Korea,
Spain, Sweden, Taiwan, UK, US
KEY FINDINGS
ERICSSON CONSUMERLAB TV AND MEDIA 2017 3
Smartphone viewing doubles
Around 70 percent of consumers watch TV and video
on a smartphone today – twice as many as in 2012
Smartphones make up a ffth of total viewing,
with approximately six hours per week spent
watching TV and video on the device
2012
2017
VR will reignite the campfre
experience of TV
Today’s video on-demand (VOD)
viewing experience is set to
become more of a social activity
than it is today – this time in VR
The social and immersive
aspects of VR are key reasons why
the majority of current and potential
VR users believe the technology
will be an essential component
of TV and video in the future
TV couch potatoes get up and go
By 2020, only 1 in 10 consumers will be stuck watching
TV only on a traditional screen, a 50 percent
decrease compared to 2010
As couch potatoes disappear and high-usage and
high-spending multi-screen viewers increase, both
scheduled linear TV and on demand services stand
to benefit
-50%
Content discovery
remains a challenge
As the number of TV and video services
increases, so does the average time spent
searching for content – it has already
seen an increase of 13 percent from last
year, reaching almost one hour per day
Current content discovery capabilities
are failing to cope with consumers’
usage of multiple video services and
devices, which is why 7 out of 10
consumers say a universal search
feature would be very useful
On-demand soars among teenagers
16–19 year olds spend more than half of their time
watching on-demand, an increase of more than
100 percent – or almost 10 hours a week – since 2010
60–69 year olds, on the other hand, still spend almost
80 percent of their viewing time watching live and
scheduled linear TV, which is almost as much as in 2013
54%On-demand79%Linear TV
Mobile and on-demand by 2020
Half of all viewing will be done on a mobile screen,
and half of this will be done on the smartphone alone
About 7 out of 10 consumers will prefer on-demand and
catch-up services over scheduled linear TV viewing,
and almost half of all viewing will be on-demand
A third of consumers
are projected to use VR
2020
By
43%
72%
37%
31%
89%
4 ERICSSON CONSUMERLAB TV AND MEDIA 2017
the EVOLUTION of
the TV USER
In this 8th annual ConsumerLab TV and Media report, which represents the views of over 1 billion people
around the world, we describe shifting consumer habits and attitudes. This puts us in a unique position
to illustrate the shifts that are occurring, demonstrate the implications, and explore future trends.
One important tool that enables us to do this is establishing TV user groups (as seen in Figure 1).
The six user groups
Our six TV user groups were carefully created based
on our research into consumers’ actual TV and
video habits. However, it is also possible to identify
differences in the demographics between the groups.
For example, 35 percent of TV Couch Traditionalists
are aged 50–69, compared to 15 percent in the overall
sample – a 20 percentage-point over-representation. In
contrast, Mobility Centrics have a 14 percentage-point
over-representation of people aged 16–24.
Since 2010, TV Couch Traditionalists has shrunk
signifcantly as a group – almost 40 percent – while
Screen Shifters has grown by over 40 percent, and
Mobility Centrics by more than 320 percent (Figure 2).
The fact that Mobility Centrics is the fastest-growing
group underlines the importance of a good user
experience on the small screen. It can also be seen
as an indication that the ubiquity of mobile viewing
will continue to grow – perhaps even to a point where
mobile viewing overtakes fxed-screen viewing.
Screen Shifter
Use any screen,anywhere for all
kinds of TV andvideo content
Computer Centric
Mainly consumestreamed/downloaded
TV and video via thecomputer screen
Mobility Centric
Firstly and mostly usethe mobile screen for all
TV/video consumption (except broadcasted)
TV Couch Traditionalist
Heavy viewers ofbroadcasted TV via the
traditional TV screen.
Average TV Joe
Average TV viewing timeand light viewing of other
video content
TV Zero
Light TV and videousage overallFigure 1: Defnition of TV user groups based on total weekly TV and video active viewing time on each device
Source: Ericsson ConsumerLab, TV and Media, 2017
Base: Population aged 16–69 that watches TV/video at least weekly and has broadband at home, in Brazil,
Canada, China, Germany, India, Italy, Russia, South Korea, Spain, Sweden, Taiwan, the UK and the US
Tablet Screen
Laptop ScreenDesktop Screen
Smartphone Screen
Other Screen
TV Screen
34%
33%
Figure 2: The evolution of TV user groups over time
20102011201620122013201420152017
TV Zero
Average TV Joe
Mobility Centric
Computer Centric
Screen Shifter
TV Couch Traditionalist
Source: Ericsson ConsumerLab, TV and Media, 2017
Base: Population aged 16–69 that watches TV/video at least weekly and has
broadband at home, in Brazil, Canada, China, Germany, India, Italy, Russia, South
Korea, Spain, Sweden, Taiwan, the UK and the US
18%23%
20%
15%
22%
5%
19%
19%
6%
20%
17%
22%
20%
15%
19%
18%
16%
9%
23%
16%
16%
16%
16%