Internet is not killing TV: people won’t discard their boxes

People are not in a hurry to decline their usual TV habits because of new developments related to the Internet television, revealed the new study. Nielsen conducted a research commissioned by the Cable & Telecommunications Association for Marketing that shows people who watch at least some content from the Web on their TV sets are "cord keepers" rather than "cord cutters."

The poll dubbed as "Life is a Stream," surveyed 769 people 18-49. The study used eight focus groups to explore the viewing habits of consumers who watch at least some TV shows and movies from the Internet on their TV sets. That group makes up about 11 percent of the U.S. population, according to the study's authors.

Furthermore, the survey revealed that 84% of such viewers reported that they are watching the same amount, or more, regularly scheduled TV since they started streaming or downloading content to watch on their TV set. 92% of them subscribe to a pay TV service, with only 3 percent reporting plans to give up their subscription.

To crown it all 53% of people said they have discovered shows by viewing them via the Internet first and then sought them out on regularly scheduled TV.

"We've learned that new technologies are providing additional opportunities for viewers to access TV shows and movies, at their convenience," CTAM president and CEO Char Beales said. "But it's supplementing viewing of regularly scheduled TV, not replacing it."