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Internet Users Ready for Convergence of TV and Online

Deloitte’s “State of the Media Democracy” reveals that users are ready for Internet and television to merge. Sixty-five percent of users in 2009 want to connect their TVs to the Internet, a 7-percentage-point increase from 2008. Millennials – those ages 14 to 26 – represent the largest group to welcome the merging of Internet and television, with 74% interested in connecting their TVs to the Internet.

The recession has caused an increased demand for in-home entertainment. Most Internet users watched 18 hours of TV per week on average.

TV also has the largest impact on buying decisions of Internet users in the US, having an influence in 83% of Internet users’ purchases. Magazines, online sites and newspapers also played a large role in purchasing decisions.

Source: eMarketer; December 22, 2009

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