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Mapping Shifts in TV, Internet and Mobile Use

According to a recent IBM global market study, 19 percent of survey respondents said they spend six hours or more each day on personal Internet usage.

That compares with 8 percent who said so about the TV. One to four hours of TV usage was reported by 66 percent, compared with 60 percent for the Web.

The number of TV viewers using DVRs continues to expand, with 24 percent of U.S. respondents saying they have a DVR and watch 50 percent or more of TV programming in replay mode. Of those viewers, 33 percent said they are watching more TV since owning a DVR.

Australians show opposing trends from the U.S., with most respondents preferring live TV and replaying less than 25 percent of programming.

Watching video content on the Web is a increasingly popular. An average of 67 percent of consumers said they have watched or want to watch online video.

The most popular video destinations are user generated content sites like YouTube, with 39 percent of respondents saying that's where they go most frequently. TV network sites (33 percent), search engines (32 percent) and social networking sites (28 percent) are the next most-popular locations for Web video.

In the U.S., 26 percent said they have contributed to a social networking site, and 7 percent have done so to a user-generated content site, compared with Australia, which has a leadership position in these areas with 36 percent and 9 percent, respectively.

An average of 35 percent said they have or want to watch mobile video. Seven percent report having a video content subscription for their mobile phones. Nearly a third of UK users said their mobile consumption has reduced their TV viewing time.

Among key digital media gadget and service users, portable music offers are among the most popular, with 23 percent saying they are using them. Also, 11 percent reported using a PC-based music service, and 18 percent reported an online newspaper subscription.

The online survey was conducted between mid-April and mid-June by the IBM Institute for Business Value and generated 885 responses in the U.S., 559 in the UK, 378 in Japan, 338 in Germany and 263 in Australia.

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