Study: Viewers prefer traditional TV sets

Watching online streams isn't going to replace the living room TV set any time soon: According to a study released Monday, 94% of adults who subscribe to a cable or satellite service prefer to watch programming on their traditional sets rather than online.

The study was from the Nielsen Co. and the Cable & Telecommunications Association for Marketing. It also found that about one-third of those surveyed have watched at least one program online. Among those who sought out video content online, 87% watched television programs directly from a TV network Web site. The primary motivation for watching online – by 82% -- continues to be to catch up on missed episodes.

Still, the percentage of users watching online video continues to grow, with 14% of those surveyed watching television programming on desktop computers and 9% on laptops. Viewers added that they prefer to watch shorter clips online, such as movie trailers or user-generated content.

None of this should really be a surprise. While network Web sites have been making rapid advances in offering online content, the home video experience has been making rapid advances, too – from standard-definition 27" television sets a few years ago to HD widescreen, surround-sound home theaters. The study doesn't include viewers who don't have a subscription video service, however, and it would be interesting to see if viewers who invest less in their TV experience are as likely to stick to the living room set.

Comments

[wowie]

I still think that watching on traditional TV sets is the best way to enjoy your favorite show. I only watch online if I missed out on certain episodes. But still, the experience is better if you watch the TV itself. There is a certain degree of satisfaction in doing that. You kind of lose some excitement when watching online.