Viewers Watch More Screens, Still Favor Cable

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Consumers are viewing more broadcast
and cable television content on their laptops and tmobile
phones than ever before, but most are not ready to cut
cable services, according to a just-released study from
Horowitz Associates.

The Multiplatform Content & Services 2010
report
states that more than half (59%) of all high-speed Internet
users over the age of 18 view TV content on either
a computer or handheld device, up from 51% last
year. Some (16%) of surveyed respondents watch television
programming daily on an alternative platform, up
from just 10% in 2009.

Among teens 15 to 17 years of age, 80% watch TV content
on alternative platforms each month, according to the
report. Overall, 94% of consumers in that age group have
video capacity via cell phone, iPad or another handheld
device.

With regard to computer use, 27% of all respondents
watch entire television programs on their laptops or
desktops — up from 22% last year. Only news video
segments attract more video usage at 29%. On handheld
devices, TV shows along with full-length movies,
movie previews and music videos are equally viewed
by consumers.

Only 5% of high-speed Internet users 18 and over are
considering canceling their multichannel subscription
now that their favorite TV shows are available online, although
an additional 17% would consider cutting their cable
cord if more of their favorite shows become available
online.

TEEN SCREEN SCENE
High-speed Internet users age 15 to 17:

Have video capacity on a handheld device: 94%
View TV content on alternative platform monthly: 88%
View TV content on computer monthly: 77%
View TV content on handheld monthly: 42%
SOURCE: Horowitz Associates, Multiplatform Content & Services 2010 report

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