Coping mechanisms against ads on TV and video content worldwide in 2015

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Share of respondents
Change the channel in order to watch something else52%
Leave the TV to do something else43%
Browse the internet on the phone/tablet in front of the TV34%
Use social media on phone/tablet in front of TV31%
Record the show, TV series, or movie in order to be able to skip/fast forward30%
Watch the show, TV series, or movie through illegal streaming or downloading20%
Use an ad-blocker12%
Avoid TV channels with advertising completely or watch channles that don't have advertising12%
Only use services with little/no ads10%
No, I always watch TV and video ads and comercials8%
Other strategy in order to not watch TV and video ads6%

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Description Source More information
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.
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Release date
September 2015
Survey time period
as of September 2015
Number of respondents
20,000 interviews with respondents from Brazil, Canada, China, Colombia, France, Germany, Greece, Ireland, Italy, Mexico, Portugal, Russia, Spain, South Korea, Sweden, Taiwan, Turkey, UK, Ukraine and the United States with a broadband internet connection at home, and watch TV/video at least once a w
Age group
16 to 59 years
Special properties
streamed on-demand movies, TV series and TV programs
Method of interview
Online interview
Supplementary notes
The source does not provide a date of survey. The date provided is the publication date.

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