Coping mechanisms against ads in video content worldwide 2015

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.

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

Characteristic	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%

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Release date

September 2015

More information

Region

Worldwide

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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