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A new study has found that consumers are increasingly using non-traditional media for viewing TV or video programming, mostly via the Internet.

Nearly 40 percent of consumers globally are using desktop PCs and notebooks to watch content, as opposed to the TV, while TV content on mobile devices is also rising.

The trend is most notable in countries like urban China, Indonesia, Russia and Tukey, says DisplaySearch.

Consumers are also watching more video on the move. In the US, about 11 percent use mobile phones or smartphones to view video content, but mobile device use is highest in Japan, Indonesia, India, Brazil and China.

Apart from Japan, the latter four countries are thought to have a better developed mobile infrastructure than a traditional TV broadcast system, resulting in some consumers flocking to mobile devices for viewing first, according to the research group.

DisplaySearch conducted the research as part of a study to examine consumer TV replacement cycles around the globe, which serves as a valuable tool for those involved in the TV supply chain.

As expected, the primary TV in households, regardless of region, is mostly found in the living room. This TV is usually the largest in the home too, reflecting the communal nature of watching TV.

In addition, the master bedroom is the main location for the second TV in the home, although in developing countries, the second TV was found in the kitchen or dining room.

Only the US, Mexico, India and China had a strong preference for cable as the source for TV programming, while antenna was a preferred source of broadcasting by consumers in the UK, Japan, Italy, Indonesia and France.

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