Consumers' desire, and are comfortable with, wired and wireless access to content. Seventy-six per cent of consumers surveyed have already watched video on their PC, up 27 per cent from last year. Thirty-two per cent indicated they have viewed video on a portable device or mobile phone, up 45 per cent from last Year. Interest in mobile video content has more than doubled since last year to 55 per cent.

For both PC and mobile video, over 70 per cent of respondents prefer advertising-supported models as opposed to consumer-paid models, representing a huge growth opportunity for the industry. Preference for ad-supported models ranged from 62 per cent to over 80 per cent by country, with Japan having the highest preference for ad-supported on both devices.

Consumers are moving beyond the trial stage of watching online video. Of those who have watched videos on their PC, 45 per cent are doing so regularly -- at least a few times per month.

As adoption of online video continues, cannibalisation of overall television consumption is becoming more apparent.

Over 50 per cent of respondents who have watched online video claim they watch slightly less -- 15 per cent -- to significantly less -- 36 per cent -- television as a result, implying place-shifting alternatives may be changing consumer "couch potato" behaviour.

When asked how they prefer to view ads associated with online videos, the majority of respondents said they prefer to see it before or after a video. Respondents from all six countries polled protested traditional television models such as interruption advertisements during the video or the use of product placements within programs.

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