Saul Berman, IBM Media & Entertainment Strategy and Change practice leader, says, “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.”

A new IBM online consumer study, a component of the upcoming report “The end of advertising as we know it” planned for fall 2007, shows that among consumer respondents, 19% stated spending six hours or more per day on personal Internet usage, versus 9% of respondents who reported the same levels of TV viewing. 66% reported viewing between one to four hours of TV per day, versus 60% who reported the same levels of personal Internet usage.

IBM end of advertising complete survey results