Of 3,000 people polled by British entertainment Web site Digital Spy, 75 percent of viewers said they preferred to watch content as it airs for the first time, The Daily Telegraph reported Tuesday. That included viewers who watched television on iPads, iPhones and Android-powered devices in addition to traditional television, Digital Spy said.
Despite preferring to access content live, many viewers often multitask -- surfing the Web and posting comments onto social networks -- while watching a show, the survey found.
Facebook was the most used social platform for people posting while watching, with 44.6 per cent using it, compared to 39.8 per cent using Twitter, it found.
"It is interesting to discover that such a large number of people still prefer to watch TV live, especially with the emergence of TV on demand and additional +1 TV channels," Digital Spy Editor David Moynihan said.