Nielsen: Young Viewers More Likely to Watch Shows Using Non-traditional Media

John Consoli
DECEMBER 04, 2007 -

Younger viewers are two-and-a-half times more likely than older viewers to be use DVRs, the Internet, or MP3 players to watch missed espisodes of TV shows, according to a study by the Nielsen Company.
The study, conducted by Nielsen in October with more than 1,500 adults at the CBS Television City research facility in Las Vegas, found 56 percent of 18-34-year-olds use new non-traditional technologies to catch up on missed shows, compared to 21 percent of viewers over 55.
The study also found that 55 percent of viewers over 55 would either watch a rerun and wait for a rerun to air, compared to 24 percent of 18-34-year-olds.
Only 1 percent of both demos would watch a rerun via video-on-demand.
The study also showed that nearly 80 percent of DVR owners use it to stay current with the shows they watch. And among those who went to the Internet to watch streaming episodes,
most tended to watch them on the networks’ own Web sites.
The most popular network website among those polled was ABC.com, where 50 percent of all viewers said they watch episodes on, compared to 41 percent for NBC.com, 37 percent for CBS.com and 24 percent for Fox.com. Only 8 percent said they watch episodes on CWTV.com.

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