ReadWriteWeb

According to a new report by Entertainment Media Research, a London-based media consultancy firm, YouTube users in the U.S. clearly see the popular streaming video site as the default destination for streaming video content. While the researchers found that users expect brands to have a presence on YouTube, however, most users also said that they did not want to see any additional ads on the service, and over 50% stated that they preferred the site when it was less commercialized.

Even though online video is clearly making its mark in the media landscape, TV is still the predominant means of media consumption for the average American. Indeed, according to a new study sponsored by Nielsen, even among young adults 18-24, Internet video only represents less than 1% of their total media consumption. In total, the average American adult spends about 8 1/2 hours a day in front of a TV, computer, or mobile phone screen. On average, these adults also watched about 72 minutes of TV ads per day.

New data released by Integrated Media Measurement Inc. (IMMI) gives us insight into how men and women engage in "simultaneous media use" - that is, surfing the net while also doing some other activity like watching TV. According to the study, it's more common for women to watch TV and use the computer than it is for men. What's more, women supposedly get better at this multi-tasking as they age.