Is the net killing TV viewing?

23 August 2007

A new IBM online survey of consumer digital media and entertainment habits overwhelmingly suggests personal internet time rivals TV time. From IBM's forthcoming study The end of advertising as we know it co-authored by Saul Berman and Bill Battino.

Dr. Saul J. Berman, Global Business Services Partner and Global Executive

A new IBM online survey of consumer digital media and entertainment habits shows audiences are more in control than ever and increasingly savvy about filtering marketing messages.

Conducted by the IBM Institute for Business Value, the survey of more than 2,400 households in the United States, United Kingdom, Germany, Japan and Australia covered global usage and adoption of new multimedia devices and media and entertainment consumption on PCs, mobile phones, portable media players and more.

The global findings overwhelmingly suggest personal internet time rivals TV time. Among consumer respondents:

• 19 per cent stated spending six hours or more per day on personal internet usage, versus 9 per cent of respondents who reported the same levels of TV viewing
  
• 66 per cent reported viewing between one to four hours of TV per day, versus 60 per cent who reported the same levels of personal Internet usage
  
• 81 per cent of consumers surveyed globally indicated they've watched or want to watch PC video
  
• 42 per cent indicated they've watched or want to watch mobile video