The Accenture survey results released on Monday show that the number of consumers who watch broadcast or cable television in a typical week plunged to 48% in 2011 from 71% in 2009. The same survey, which canvased about 1,000 consumers in each of 10 countries – Brazil, China, France, Germany, India, Japan, Russia, South Africa, Sweden and the Untied States – also found that the number of consumers who intend to buy a TV set in the next 12 months fell to 32% in 2011 from 35% in 2010.

Accenture’s explanation for the trend is that the TV is losing ground to other devices – mobile phones, laptops and tablets – in the battle for consumer eyeballs.