STOCKHOLM: The rapid adoption of mobile devices in Sweden has also driven users to search second screens for entertainment and product information, according to a new study.
Swedish research firm Inizio found that 79% of the 8,074 internet users it surveyed had used a second screen while watching TV, eMarketer reported.
The study found 68% of respondents used a mobile phone, 56% used a computer and 27% said they used a tablet.
Not surprisingly, younger users emerged as the most likely to become multiscreen users, with only 4% of respondents aged 15 to 24 saying they relied just on TV, compared with 41% of people aged 55 to 79.
However, all age groups reported they mostly used a second screen for entertainment with 51% saying they used mobile devices for social media, emails and games.
In a potentially important finding for advertisers, 13% used their device to check goods or services they had seen from a TV ad and this level of activity rose to 42% among the important segment aged 25 to 34.
According to estimates from eMarketer, 76.3% of internet users in Sweden will be digital buyers in 2013, rising to 79.6% in 2017.
Data sourced from eMarketer; additional content by Warc staff