The results of the Ericsson ConsumerLab annual global study point to social TV becoming a mass-market phenomenon. Sixty-two percent of consumers use social media while watching TV on a weekly basis, the report notes, an increase of 18 percent in one year. By gender, 66 percent of women engage in this behavior, compared to 58 percent of men. Twenty-five percent of consumers use social media to discuss what they are watching while they are watching it. In addition, only 7 percent of consumers say they will reduce their pay-TV bills in the future. “In fact, instead of looking to cut costs, consumers are willing to pay more for an enhanced viewing experience,” Ericsson says. “Forty-one percent of consumers say they are willing to pay for TV and video content in HD.”

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