Study: TV Still the Viewing Workhorse

Watching online streams isn’t going to replace the living room TV set anytime 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, from the Nielsen Co. and the Cable & Telecommunications Association for Marketing, 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.