Consumers are adopting digital content services, including social networking and videos, on mobile phone and personal computers at an accelerated pace and it is impacting consumption habits, a new survey shows.

The second global online survey, conducted by IBM, found that people are willing to get personal with advertisers by sharing information about them if it results in targeted incentives that match their lifestyle.

This, it says, presents companies with significant advertising revenue opportunities among today's informed and empowered consumers.

The survey was conducted with 2,800 people in six nations India, Australia, Germany, Japan, the UK and the US.

Last year's study showed the decline of TV as the primary media device. This year's study found large-scale adoption and usage of digital content services accessed via the PC and mobile phone, with ad-supported models (versus consumer-paid).

Adoption for most categories of digital content services doubled from last year, with services such as social networking now at 60 per cent and Internet data plans for mobile devices at over 40 per cent for respondents globally.

While digital content services adoption is widespread, interactivity through features such as user ratings tools and video uploads is primarily concentrated among the more digital savvy consumers.

"With the rise of Web 2.0, millions of people can instantly create, publish and consume content. In order to survive, advertisers must understand how to reach their target audiences across multiple devices," said Dick Anderson, General Manager, IBM Media and Entertainment.

"Knowing distinct consumer segment preferences and delivering consistent content and messaging are essential for long-term success."

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