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A report from Deloitte & Touche says that 38% of Americans are watching TV shows online. A previous study conducted just 8 months ago found that 23% watched shows on the Internet. About 54 percent said they are creating their own online content such as photos, videos or music. Most of these are for others to see. In fact, 32 percent said they consider themselves to be "broadcasters" of their own media. Additionally:

• 54 percent socialize via social networking sites, chat rooms or message boards,
• 36 percent said they use their cell phones as entertainment devices. Just eight months ago, 24% said they did so meaning that usage has grown over 50 percent. Most are using digital cameras, text messaging, and games on their phones.
• 45 percent are creating online content like Web sites, music, videos and blogs
• 20 percent view videos on their cell phones daily or almost daily
• 45 percent maintain a profile on a social networking site.
• 85 percent still find TV advertising to have the most impact on their buying

[Press release here] [tags] research, analysis, Deloitte & Touche, TV, advertising, mobile, mobile media, social networking,  content creators [/tags]