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Report: Most Still Want TV on the TV Set

1 Jul, 2008 By: Chris Tribbey

Internet TV is growing bigger by the day, but consumers still overwhelmingly want their shows on their living room screen, according to a report from Nielsen and the Cable & Telecommunications Association for Marketing (CTAM).

An overwhelming majority of respondents (94%) to the survey said they preferred their shows on their TV as opposed to their computer, with one out of three respondents saying they have watched TV shows on the Internet.

Of those who watched TV shows online, 87% said they watched shows directly on network Web sites, and 82% said they went online specifically to see an episode they missed on TV.

“With so many viewing options now available via digital technology, it's more important than ever to understand how people are consuming media,” said Nielsen EVP Susan Whiting. “This analysis shows a continuing strong appetite for watching television the traditional way even as viewers begin to extend their viewing to the personal computer.”

Online TV viewers also are seeking background on show stars (39%), watching previews (38%) and seeking background info on shows (37%).

Shorter-form content, such as movie trailers (53%) and user-generated content (45%), are still the most-preferred forms of online video overall, the survey said.

“Tracking how consumer behavior is changing as a result of new television viewing platforms is critical to our business,” said CTAM president and CEO Char Beales. “As preferences are made clear through research, cable companies and content providers evolve the product mix to best suit viewers' needs and desires.”

Consumers also are becoming more savvy to free on-demand offerings on their TV, with 71% of respondents saying they access those services, up from 49% in 2005. Of all HDTV owners in the survey, 41% said they paid for high-def service.

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