Consumers desire, and are comfortable with, wired and wireless access to content, IBM found. 76% of consumers surveyed have already watched video on their PC, up 27% from 2007. 32% indicated they have viewed video on a portable device or mobile phone, up 45% from 2007. Interest in mobile video content has more than doubled since 2007 to 55%. For both PC and mobile video, over 70% of respondents prefer advertising-supported models as opposed to consumer-paid models, representing a huge growth opportunity for the industry. Preference for ad-supported models ranged from 62% to over 80% by country, with Japan having the highest preference for ad-supported on both devices.