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According to a recent article from eMarketer, consumers in Sweden have been keen to adopt mobile devices such as the smartphone and tablet. The spread of these devices has driven multi-screen viewing in the Swedish market. In fact, according to an April 2013 study by Inizio, 79% of Swedish internet users had used a second screen while watching TV.

Mobile Phones as Most Common Second Screen Device

68% of respondents chose mobile phones as their most commonly used second screen device, reporting that they used that device while watching TV. Over 50% of respondents had used a computer and nearly a third reported using a tablet.

According to the survey, younger respondents were the most likely to be multiscreen viewers, with only 4% of those ages 15 to 24 saying that they only watched TV. In addition, multi-screen viewing was the 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.

Multi-Screen More Common for Entertainment Use

But across all age groups, use of another screen was more for entertainment purposes than for completing tasks. More than half of respondents (51%) used their mobile phones for activities such as browsing the internet, using social media, sending email and playing games, while 13% used their device to conduct research goods or services seen on a TV advertisement. Notably, those aged between 25 to 34 years old were especially likely to do so, with 42% saying that they had simultaneously used their mobile phone to research a product they saw advertised on TV.

Marketers aiming campaigns at the Swedish market should keep this in mind, as there may be interesting opportunities to leverage mobile combined with the traditionally popular medium of TV, especially as Swedish web users become increasingly comfortable making purchases across multiple devices.

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