12.06.2007 04:13 PM
Originally featured on BroadcastEngineering.com
Younger adults turn to technology to catch up on TV shows, Nielsen study says

Younger adult TV viewers are two-and-a-half times more likely than older viewers to use technology to catch up on TV shows they’ve missed, according to a new Nielsen study.

The study also reported that more than half of older viewers will simply wait for reruns when they miss an episode.

The study revealed that when viewers log onto the Internet to stream TV shows, 50 percent said they visit ABC.com, compared to 41 percent who visit NBC.com and 37 percent who go to CBS.com.

Nielsen also found:

  • 56 percent of 18- to 34-year-olds use new technologies, including DVRs, the Internet, VOD and MP3 players, to follow their favorite shows, while 21 percent of viewers older than 55 do so.
  • The single biggest factor driving awareness of Internet-based streaming alternatives wasn’t broadband Internet access at home, but whether respondents had loaded iTunes on their home computers.
  • 25 percent said they’d watched a full-length episode streamed online in the past three months, with 39 percent of 18- to 34-year-olds reporting having done so and only 11 percent of those 55 and older.

Nielsen conducted the study in October with more than 1500 adults at the CBS Television City research facility in Las Vegas.

For more information, visit www.nielsen.com.

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