According to research firm Parks Associates, consumer comfort with personalized advertisements is increasing, with 45% of U.S. broadband households comfortable seeing ads based on their TV-viewing habits and product/service preferences.Almost one-third of U.S. tablets owners are searching for show-related information while watching TV, Parks says. Nearly 50% of smartphone owners rely on apps for daily information and entertainment purposes, and 55% of U.S. broadband households want the ability to scan product barcodes for price and promotional information on their next mobile phones.