Global Findings Show Decline of TV as Primary Media Device

I forgot where I plucked this. Whereever it came from it is interesting. . .

A new IBM online consumer study, a component of the upcoming report "The end of advertising as we know it" planned for the fall, shows that among consumer respondents, 19 percent stated spending six hours or more per day on personal Internet usage, versus nine percent of respondents who reported the same levels of TV viewing. 66 percent reported viewing between one to four hours of TV per day, versus 60 percent who reported the same levels of personal Internet usage.
When it comes to mobile and Internet entertainment, consumers are seeking consolidated, trustworthy content, recognition and community. Despite natural lags among marketers, advertising revenues will follow consumers' habits, concludes the report.

To effectively respond to this power shift, the study sees:
Advertising agencies going beyond traditional creative roles to become brokers of consumer insights
Cable companies evolving to home media portals
Broadcasters and publishers racing toward new media formats

Marketers forced to experiment and make advertising more compelling
Bill Battino, Communications Sector managing partner, IBM Global Business Services, says "Consumers are demonstrating their desire for both wired and wireless access to content... an average of 81 percent of consumers surveyed globally indicated they've watched, or want to watch, PC video, and an average of 42 percent indicated they've watched, or want to watch, mobile video..."
The steady growth of consumer adoption of digital music, video, and other entertainment services -- though markets are still small by comparison to traditional media -- show households are no longer one size fits all:

23 percent of respondents reported using a portable music service
7 percent reported having a video content subscription for their mobile phones
11 percent reported a PC-based music service
18 percent reported an online newspaper subscription

Saul Berman, IBM Media & Entertainment Strategy and Change practice leader, said, "The Internet is becoming consumers' primary entertainment source. The TV is increasingly taking a back seat to the cell phone and the personal computer among consumers age 18 to 34. Just as mobile communications have replaced traditional land-lines, cable and satellite TV subscriptions risk a similar fate of being replaced as the primary source of content access."
In the largest digital video recorder market, says the report, 24 percent of U.S. respondents reported owning a DVR in their home and watching at least 50 percent of television programming on replay. 33 percent in the U.S. reported watching more television content than before the DVR.