Study concludes - surprise! - consumers take control of media

From TIVO to iPods, an estimated 27 million U.S. citizens own one or more on-demand media devices, according to a study by Arbitron and Edison Media Research released this week.

The study, based on January telephone interviews with 1,855 participants, found that 10 percent of consumers watched video-on-demand via cable or satellite in the prior 30 days; 11 percent accessed news online; and 37 million consumers listened to Web radio.

"The study shows that consumers, while still using traditional media, have great enthusiasm and passion for on-demand media," Bill Rose, senior vice president-marketing and U.S. media services at Arbitron, said in a statement.

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