In a nationwide poll of 1,200 adults, the group found that 41 percent of high-def owners subscribe to an HDTV programming service while 45 percent said they make a point of watching a high-def program "most of the time" they watch TV.
Additionally, 20 percent of HDTV owners said they make a point of watching a high-def show "every time" they watch TV.
The results help shed light on what has become a growing debate within the television community: Does a program have to be in HD for a high-def owner to watch it?
Some TV executives, such as NBC CEO Jeff Zucker, have speculated that it may not matter if the show is in HD -- if it's a quality program.
However, HD enthusiasts have long said that high-def owners specifically seek out high-def programs in part to justify their investment.
In other findings, CTAM found that only 14 percent of TV viewers watch TV via desktop computers while nine percent watch on laptops. Only six percent watch TV on mobile phones and just five percent do so on portable video players.
Survey respondents said they preferred shorter content when they do watch TV online. Movie trailers (53 percent) ranked first with user-generated videos (45 percent) second and music videos/news third with 37 percent.
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