Travel Tech

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.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank