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Consumers, The Internet, And TV: How Can We All Get Along?

Forrester Technographics® Digital Consumer Community Report, July 2011

July 1st, 2011
Reineke Reitsma, null
Reineke Reitsma
With contributors:
James McQuivey, PhD , Samantha Jaddou

Summary

The average US consumer reports spending an equal amount of time online as she does watching TV. This data point tells a very important story: In consumers’ minds, their time spent with offline and online media is split equally. To learn more about this dynamic, we turned to our Digital Consumer Community to better understand the relationship among tablets, laptops, and TV; how consumers are currently using the Internet when watching TV; and how they’d like to do so in the future. The role the Internet plays in TV consumers’ lives isn’t an either-or relationship but rather a symbiotic one, delivering the entire media experience consumers are looking for. This report gives deeper insight into when and how consumers interact across multiple screens and what this means for device-makers, advertisers, and service providers.

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