| Share of respondents | |
|---|---|
| Change the channel in order to watch something else | 52% |
| Leave the TV to do something else | 43% |
| Browse the internet on the phone/tablet in front of the TV | 34% |
| Use social media on phone/tablet in front of TV | 31% |
| Record the show, TV series, or movie in order to be able to skip/fast forward | 30% |
| Watch the show, TV series, or movie through illegal streaming or downloading | 20% |
| Use an ad-blocker | 12% |
| Avoid TV channels with advertising completely or watch channles that don't have advertising | 12% |
| Only use services with little/no ads | 10% |
| No, I always watch TV and video ads and comercials | 8% |
| Other strategy in order to not watch TV and video ads | 6% |
The statistic shows data on coping mechanisms adopted by viewers while adverts played worldwide in 2015. Ericsson found that 31 percent of the respondents used social media on their phone or tablet in front of the TV while adverts played.
