Mobile Phones Updated:
The popularity of the internet has been predicted to see it overtake television as the most consumed media in Europe next year. According to a Microsoft report, TV itself is not set to decline, but instead more people will watch it via broadband on PCs and mobile phone. The average European is expected to spend 14.2 hours per week online in 2010, compared to 11.5 hours per week for TV. Microsoft attributed the rise in consumption that has already taken place to the introduction of broadband technology, with over 300 million people around the world now watching videos online. The firm's John Mangelaars remarked: "While today the experience is fragmented across multiple media devices and environments ... in future, software from Microsoft and others will enable connected, integrated entertainment experiences." KPMG recently revealed that broadband customers in the UK would rather watch adverts than pay for online content, with just 16 per cent of respondents preferring the latter option.
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