Despite the growing popularity of viewing television content online, most adults (94%) who subscribe to cable or satellite television services prefer to watch television on traditional TV sets, according to new research conducted by The Nielsen Company for the Cable & Telecommunications Association for Marketing (CTAM).

One-third of the adult broadband users (35%) surveyed for the Nielsen-CTAM study said they had watched at least one television program originally shown on TV via the Internet. Of those who sought out video content online, 87% watched television programs directly from a TV network website, and 82% reported that they went online to find a specific television program that they had missed when it first aired on TV.

Asked to choose among seventeen online content categories, online television viewers said they prefer to watch shorter video clips when they go online. Movie trailers (53%), user generated videos (45%), music videos and general news segments (37%), comedy programs (31%), and sports clips (31%) were respondents’ top choices.

View the Full Nielsen Release.