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Borderless consumers are an important and rapidly growing segment, almost 40 percent of U.S. adults. These consumers use several devices and require connectivity, flexibility and choice whenever and wherever possible. They are defined as consumers who own a laptop or desktop, own a smartphone or tablet, have an Internet-enabled device at all times, are motivated to make technology and connectivity upgrades and are interested in the benefits of a connected home.

89% of « borderless » consumers and 90% of « non-borderless »consumers still prefer watching TV programs on their TVs.