New York - Nearly 16% of U.S. Internet households watch TV broadcasts online, double the number that did a year ago, according to a report issued on Monday by market research firms The Conference Board and TNS.

Few consumers are currently paying for online TV broadcasts, with about two-thirds saying they stream free online content, and over 40% reporting they download free TV content.

Over 60% cited "personal convenience" as their motivation for watching TV broadcasts online, while a third said they did it to avoid commercials.

"If advertisers can effectively leverage the online video platform, we should see much more interactivity and emotional connection between brands and the online TV viewing audience," said Shari Morwood, EVP of technology, telecommunications and media at TNS.

Online users catching up on missed content have increased to 42% from 30% a year ago, while the number of consumers viewing entire episodes on the Internet has doubled.

The survey also found that, overall, nearly 73% of online households use the Internet for entertainment purposes on a daily basis, and an additional 15% search for entertainment several times a week.

Related Links:
http://www.conference-board.org/economics/consumerBarometer.cfm  

http://www.tnsglobal.com