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Consumers in Sweden were quick to adopt mobile devices such as the smartphone and tablet, and their proliferation has helped to drive multiscreen viewing in the country. According to an April 2013 study conducted by Inizio, 79% of internet users surveyed in Sweden had used a second screen while watching TV.
The most commonly used second screen among respondents was a mobile phone, with 68% saying that they had used that device while watching TV. Over half of respondents had used a computer and nearly a third reported using a tablet.
The survey also revealed that younger respondents were most likely to be multiscreen viewers, with only 4% of those ages 15 to 24 saying that they tuned into TV alone. Multiscreen viewing was least likely in the oldest age group; among those ages 55 to 79, 41% reported that they did not use a second screen while watching TV.
Regardless of age, use of another screen was more entertainment- than task-based. The majority of respondents (51%) simultaneously used their mobile phones for activities such as web surfing, social media, email and games, while 13% used their device to look up goods or services from a TV advertisement. Respondents between 25 to 34 years old were particularly likely to do so, with 42% saying that they had simultaneously used their mobile phone to research a product they saw advertised on TV.
Advertisers in Sweden should take this into account when planning their TV advertising campaigns, especially as web users in Sweden become more comfortable making purchases via multiple devices. eMarketer estimates that 76.3% of internet users in Sweden will be digital buyers in 2013, a number that will rise to 79.6% in 2017.
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