Source: Arris Consumer Entertainment Index [download page]
Notes: Within the US, roughly half of survey respondents indicate that they want to fast-forward through TV ads at least usually. Of note, though, almost one-quarter of US respondents claimed to never want to fast-forward through ads, a figure substantially higher than the 19-country average (16%) and the 4th-highest figure among the markets studied. Within the US, 54% said that being able to skip ads is an important (39%) or crucial (15%) reason for downloading or recording TV programs. That was slightly lower than the 19-country average of 59%. (more…)