TV losing out to Web
A new IBM survey of consumer behaviour has implications for advertisers looking to reach out to their audience.
According to this survey due to release this fall:
1. Personal time that consumers spend on the Internet is rivaling their TV time, with user-generated content and networking sites among the most popular destinations for entertainment seekers.
2. People seem more open to mobile content and are looking for more traditional entertainment offerings on their mobile devices than previously thought. About half of users said they prefer to access traditional video offers like TV shows on their mobile.
3. 19% of respondents said they spend six hours or more each day on personal Internet usage, compared to 8% on TV. One to four hours of TV usage was reported by 66%, compared with 60% for the Web.
4. An average of 67% of consumers surveyed by IBM globally said they have watched or want to watch online video.
5. An average of 35% surveyed globally by IBM said they have or want to watch mobile video, but only 7% report having a video-content subscription for their mobile phones.
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 U.K., 378 in Japan, 338 in Germany and 263 in Australia.
[Via]
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