A random sample of 1,100 men and women aged 20 and above found that 64% of them ranked on-demand availability of their favorite TV shows as "top items requiring instant gratification."
The national online survey -- conducted by Impulse Research Corp. for the Cable & Telecommunications Association for Marketing -- found that on-demand television stacked up well against immediate communication (77%), online banking (64%) and even sex (48%).
CTAM also announced that more than 4 million digital-cable subscribers -- four times the number of TiVo Inc. digital-video-recorder users -- are regularly using cable video-on-demand services.
The cable-marketing group added that the digital-subscriber figure came from In-Stat/MDR (a sister company to Multichannel News) and the TiVo figure came from a November press release issued by the vendor.
Movies (72%), comedies (72%) and dramas (50%) topped the Impulse "On Demand Preference Poll" as the types of programming most TV watchers are interested in viewing on-demand.