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"Despite the growing popularity of on-demand services, live TV is still favoured by the vast majority of the British public for some programming. An exclusive poll from Digital Spy received over 3,300 responses, with 75% saying that they like to watch at least some of their TV live.   21.9% of those questioned said that they always prefer to decide when they watch, while 3.1% were not sure. Nevertheless, 66.2% of people admitted that giving them the opportunity to watch what you want, when you want was the main way the internet has improved TV viewing. 20.5% pointed to the web making it easier to discover new shows, while 6.3% most benefited from the ability to interact while watching. Just 7.1% of those questioned thought the internet had not improved TV viewing.   Sky was the top platform for live TV viewing with 57%. 52.5% use Freeview and 45.7% use a PC or a Mac, while 26.5% use iPhones and 20.5% use an iPad. Digital Spy editor David Moynihan said: &amp;quot;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.  &amp;quot;It is also exciting to witness the further migration of TV viewing to mobile, PC, Macs and iPad and the enormous implications for the future of broadcast and the relative influence (or not) of social media in this space.&amp;quot; Multi-screening proved popular, with 59% of people using another screen device while watching TV, with viewers checking emails, surfing the web and using social networks. 44.6% of those questioned use Facebook to talk about TV while they watched it, ahead of Twitter on 39.8%. 38.6% said that they did not use any social media to discuss their TV watching. The full breakdown of survey results was as follows: What platforms do you use to watch live TV? Freeview - 52.5% Virgin Media - 22.0% Sky - 57.5% Xbox 360 - 12.2% Playstation 3 - 12.8% iPhone - 26.5% Android - 8.9% iPad - 20.5% Wii - 6.5% PC/Mac - 45.7% Other - 5.9% How much live TV do you watch each week?  2hrs-10hrs - 42.2%. 10hrs-20hrs - 31.2%. More than 20hrs - 14.8% Less than 2hrs - 11.8%.  Which of these do you own? PC/Mac - 83.6% HDTV - 78.5% Smartphone - 73.1% Sky + box - 53.9% Gaming Console - 29.8% iPad - 29.2% Virgin Media box - 21.3% 3DTV- 8.9% Which on-demand platforms do you use? BBC iPlayer - 89.6% YouTube - 69.7% 4OD - 69.4% ITV Player - 63.0% Sky+ recordings - 52.1% Sky Go - 29.2% Virgin&amp;#039;s TV Catchup - 17.6% V+ recordings - 14.1% Other - 10.9% (Demand 5, Netflix, BT Vision, Sky Anytime, Tivo) None - I don&amp;#039;t use any - 1.1%  Do you think some TV is best watched live?  Yes - big events like sports, talent shows, and the dramas everyone is talking about - 75.0% No - I prefer to decide when I watch - 21.9% I&amp;#039;m not sure - 3.1% Do you watch TV while using another screen device?  Yes - 59.0% No - 41.0% Where do you predominantly get recommendations for TV shows? TV Listings - 26.2% Media reviews - 23.4% Word of mouth, chatting to friends - 20.1% Advertising - 19.4% Social media e.g. Facebook, Twitter - 10.8% Do you ever use social media to talk about TV while you&amp;#039;re watching it? Yes - I use Facebook - 44.6% Yes - I use Twitter 39.8% No - 38.6% Yes - I use another platform - 4.5% What on-demand services do you use to watch movies? Sky Anytime - 49.0% Lovefilm - 30.7% Netflix - 26.0% Pirate sites - 17.7% Apple TV - 11.2% Virgin FilmFlex - 10.9% Other - 6.2% Blinkbox - 4.3% How has the internet most improved TV viewing for you? I can watch what I want when I want - 66.2% It&amp;#039;s easier to discover great new shows - 20.4% It hasn&amp;#039;t improved TV at all - 7.1% I can interact with others while watching - 6.3% Sample: 3,307 people completed the survey. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.digitalspy.com/tech/news/a383383/live-tv-still-rules-for-uk-viewers/>