Ericsson Study Maps TV Trends

STOCKHOLM -- Ericsson's (NASDAQ:ERIC) ConsumerLab has released the results of a recent study called "Multi Screen Media Consumption 2010". Data was collected in China, Germany, Spain, Sweden, Taiwan, the UK and US. The sample in the study is representative of more than 300 million consumers.

The study shows that people are spending up to 35 percent of their leisure time watching TV and video content, and that consumers are becoming more aware of new technologies, which in turn are creating new patterns of media consumption.

At least once a week, 93 percent are still watching scheduled "linear" broadcast TV, but the role of broadcast TV is changing owing to the introduction of new distribution channels. More than 70 percent of consumers surveyed are streaming, downloading or watching recorded broadcast TV on a weekly basis, and 50 percent are using internet-based on-demand TV/video every week.

Anders Erlandsson, Senior Advisor at Ericsson ConsumerLab, says: "The conclusion of our study is that the consumption is fragmented and complex. There are few established consumption patterns and it's a trial-and-error market with lots of curiosity around it. "The consumer is looking for a solution that can offer them the freedom to choose what they want, when they want it and how they want it. The user experience is in focus, rather than the technical platform."

Ericsson AB (Nasdaq: ERIC)