Online TV Viewers Cite Convenience As Driver

According to a comScore, Inc. survey of more than 1,000 online users, 56% said the main reason for viewing TV shows online is they can watch on their own schedule. Only 38% cited the ability to skip ads as a main reason, while 35% said they like the chance to watch all episodes together. These findings are useful for networks and brands as they refine their tactics to reach consumers and TV viewers. The reasons shake out a bit when age is taken into account, comScore said. Many older viewers say they are tuning in online because they missed an episode on regular TV, while the younger folks are “proactively” seeking out shows on the Web to save money or watch fewer ads. – Daisy Whitney,MediaPost 
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