50% of the content viewing to go mobile by 2020: Ericsson report

50% of the content viewing to go mobile by 2020: Ericsson report”

Smartphone viewing also continues to gain ground; approximately 70 percent of consumers now watch videos on a smartphone - double the amount from 2012 - making up a fifth of total TV and video viewing. 50 percent of all TV and video viewing will take place on a mobile screen (tablets, smartphones and laptops), an increase of 85 percent since 2010, with the smartphone alone accounting for almost one quarter (an increase of nearly 160 percent since 2010).

"Consumers are not only watching more video but also changing how and when they do so", noted Anders Erlandsson, senior advisor at ConsumerLab.

Ericsson reports that a consumer's time spent watching TV and video content has hit an all-time high of 30 hours a week, including traditional linear, on-demand, and downloaded or recorded content.

Here are some highlights from the report and predictions that the Ericsson ConsumerLab TV and Media report makes about the video consumer to come.

The average time spent searching for content has increased almost an hour a day, 13 percent higher than a year ago. "VR has the potential to bring together people from all over the world and create deeper, more personalized, and more complementary media experiences", said Erlandsson.

He added that there is a need for the media industry to focus on highly personalized services with increasing consumer expectations.

The study revealed that teenagers are now watching TV and videos like never before with 16-19-year-olds spending 33 hours each week, an increase of nearly 10 hours a week since 2010.

While viewing time is up, so is the amount of time spent searching for content, per the report.

Ads also go under the microscope.

As consumers become increasingly used to ad-free services such as Netflix, advertising interruptions will be perceived as more disruptive than ever before, especially for platforms.

Total TV and video viewing time will be reaching approximately 31 hours per week by 2020 - roughly an hour more than today.

The number of on-demand services has jumped from 1.6 in 2012 to 3.8 per person, on average, and a third of consumers expect their spending on them to increase within the next year.

The report also looks at VR as a viewing platform.

In addition, when presented with a dozen options of how their media habits will change over the next five years, "I will watch TV in virtual reality" was tops at 30 percent, outscoring categories like: "I will talk to my devices instead of using buttons"; "I will get most of my news from social media"; and "I will get my live sports from streaming services".

The annual survey said that more than half (55%) of consumers planning to purchase VR would still prefer cheaper prices and more content to be widely available.

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