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June 30, 2008

Study: Viewers prefer traditional TV sets

Tv love 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.


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