Opinions: 

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.

Discussion

comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge