Consumers are developing a growing need to stay connected to their video and audio media sources, even as they spend more time away from their home entertainment centers. Apple's iPod, along with TiVo and satellite radio, are all seeing more usage as viewers seek out new ways to fit TV and radio into their busy lives.

Regular weekly usage of the iPod as an alternative media source is up 72.1 percent compared to 2005, according to a study by BIGresearch. That increase is a result of consumers looking for ways to view programming when it is most convenient, instead of when a show is originally aired. That same desire has pushed TiVo and Replay TV weekly usage up 88.1 percent.

XM and Serius satellite radio is on the rise, too. Compared to 2005, usage is up 79.9 percent.

One driving force behind the increased popularity of portable devices and time-shifted recording is ease of use. Services like Apple's iTunes Store offer a simple way to find and download TV programming, podcasts and other video content for on-the-go viewers. For home viewing, TiVo's popular interface makes it easy to automate finding and recording the shows you want.

But the rise in popularity of alternative viewing options has had a negative impact on traditional media sources. Magazines have taken the biggest hit with a 11.7 percent drop compared to 2005. Newspapers are down 7.1 percent, radio dropped 5.7 percent, and real-time television watching is down 5.2 percent.

This shift in viewing habits is also an issue for advertisers, not just traditional media outlets. The change means companies need to find new ways to get their message out to consumers - a problem most companies are working to resolve.

Vice President of Research for BIGresearch, Joe Pilotta, commented "What should be apparent to marketers is that the mobile, intermittent and attentive lifestyle is a fact and connectivity is key to this lifestyle. Content is a value-add, but not the prerequisite."

Ultimately, the rise of the iPod, along with other portable media players and home digital recorders, means that consumers are increasingly in a position to dictate how content is delivered. How traditional media outlets deal with that will determine who gets to stick around for the rest of the digital media revolution.