SBD/June 21, 2011/Research and Ratings

Poll: More Americans Are Watching TV Online, But Few Ready To Cut Cable Cord

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Seventy-seven percent of Americans have watched a TV show on the Internet, according to data from an AdWeek/Harris Poll. The poll found that more than half of Americans have watched a TV show on the Internet that they hadn't previously watched on TV. Men and women are equally likely to have watched a TV show on the Internet, with just over 75% from both genders saying they have done so. Respondents were also asked about their activities while watching TV. Fifty-six percent of U.S. adults say they surf the Web while watching TV. Three in ten respondents said they do something else while watching TV, while 14% said they do not do any other activity. Women are more likely than men to do an activity while watching TV. Meanwhile, the poll indicated that only 30% of adults would not be interested in giving up their cable in favor of watching TV shows on the Internet. The poll was conducted online among 2,309 U.S. adults between May 24 and 26 (AdWeek/Harris Poll).

Have you ever watched an episode of a TV show on the Internet
that you hadn't previously watched on TV?
RESPONSE
TOTAL
18-34
35-44
45-54
55+
MALE
FEMALE
Yes
51%
72%
56%
46%
32%
53%
49%
No
26%
16%
28%
30%
32%
23%
29%
N/A (Never watched a
show in the Internet)
23%
12%
16%
25%
36%
24%
23%
I would stop paying for cable in favor of watching TV shows on the Internet if...
RESPONSE
TOTAL
18-34
35-44
45-54
55+
MALE
FEMALE
I could get the programs I
wanted to watch for free online
44%
48%
47%
50%
36%
47%
41%
I could get all programs online at
the same time that they air on TV
25%
33%
28%
25%
17%
27%
23%
I could get the programs I wanted
to watch for a small fee online
16%
23%
20%
13%
10%
20%
12%
It was less complicated to set up
my TV with Internet
16%
14%
19%
19%
15%
17%
15%
Something else
5%
8%
5%
5%
3%
6%
5%
What activities do you do while watching TV? (select all that apply)
RESPONSE
TOTAL
18-34
35-44
45-54
55+
MALE
FEMALE
Surf the Internet using
a computer
56%
68%
59%
55%
45%
53%
59%
Read a book, magazine or newspaper
44%
42%
41%
44%
47%
37%
51%
Go on a social networking site
40%
57%
47%
36%
21%
34%
45%
Text on mobile phone
37%
57%
46%
38%
14%
35%
39%
Shop online
29%
40%
33%
27%
19%
27%
31%
Surf the Internet on
a mobile phone
18%
30%
23%
15%
6%
20%
16%
Read a book on an
eReader device
7%
6%
8%
9%
7%
6%
9%
Surf the Internet on
a tablet computer
7%
7%
13%
4%
5%
8%
6%
Something else
30%
32%
26%
28%
30%
26%
33%
None
14%
8%
12%
16%
20%
18%
11%
N/A (Do not watch TV)
3%
5%
3%
2%
2%
4%
2%

 

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