What kind of TV user are you?

In its latest TV and Media 2017 report, Ericsson ConsumerLab researchers identified six types of user groups in their latest TV and Media report. I took on the assignment to write about my own habits. But I don’t seem to fit, which, as I think of it, is kind of the point.

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My TV habits have changed so radically over the years that I’m left in between.  Am I a TV Couch Traditionalist?  No, well, except during the summers when I work in Sweden and have limited internet connectivity.  Then that’s all I do – watch scheduled broadcast TV.

Am I Computer Centric?  Well, no, except that’s how I let my kids watch TV since we cut the cable cord a few years ago, so I overhear a lot of Netflix, Amazon or Swedish state TV shows coming from the laptop.

Or maybe I’m a TV Zero?  I watch much less TV than I used to, especially since I can’t get sports on any of our streaming services.  But, you know, that doesn’t feel quite right either. The moment I can watch sports again, or that I’m not putting children to bed in the evening, or that someone solves the content discovery challenge,  or that I can watch compelling VR content, I’ll be back in the video game.

But whatever type of video user I am, it is certainly changing, as I’m well aware, watching YouTube with my kids on my phone or tuning into Facebook Live videos for work.

Which is also the point of the new report.

Screen shifter, TV Zero or mobility centric?

Let’s look at the six user groups:

  • TV Couch Traditionalist: heavy viewers of broadcasted TV via the traditional TV screen
  • Screen Shifter: use any screen, anywhere for all kinds of TV and video content
  • Computer Centric: mainly consume streamed/downloaded TV and video via the computer screen
  • Mobility Centric: firstly and mostly use the mobile screen for all TV/video consumption (except broadcasted)
  • Average TV Joe: average TV viewing time and light viewing of other video content
  • TV Zero: light TV and video usage overall

I highly recommend reading Anders Erlandsson’s recent post in which he explored insights about the groups in more depth.  Also, there are three videos with interviews from real users.



So did you watch those videos on your phone?  Laptop?  Or did you just skip them because you don’t like video?

Beginning to warm up to VR

I must admit that I’ve been somewhat of a VR skeptic.  I want people to connect, not escape further into digital worlds.  But I started to see the possibilities of VR actually bringing people closer together while writing about a Code Mobile event at the Ericsson Experience Center in Silicon Valley last year.  Listening to all the utopian talk about VR redefining education and taking people around the world, I could see that it might complement real life instead of replace it.

And I was inspired even more by André Gualda’s post on the report in which he talks about how VR will reignite the campfire experience of TV.  In the report, the social aspects of VR are a key reason that the majority of current and potential VR users believe it will be an essential component of TV and video in the future.

So maybe I can be in a new user group the next time the report is published, one dedicated to connection and social interaction.

So what kind of TV user are you?  Dive into the report and then let us know!

Listen to Ericsson News podcasts

You can also hear Anders and Andres discuss the report in two separate Ericsson News podcasts below:

The Future of TV and Media

Going virtual to collect in-depth consumer data

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