A study of primetime TV viewing by California-based Knowledge Networks shows that TV viewers just can’t put down that remote control. Primetime viewing behaviour such as switching channels, multitasking, and cherry picking what they watch continue unabated, something the consumer research company says indicates that consumers want more control over their TV viewing.

How People Use® Primetime TV 2004, part of Knowledge Network’s The Home Technology Monitor, looks at consumer ownership and use of technologies and services. It also offers insights into use of DVRs, cell phones, and kids and media technology.

The study findings include:

> Videogame use during primetime increased from 1% to 6% in the past ten years.

> 41% of primetime viewers turn on the TV to watch a specific show ‘most of the time’

> 45% watch TV by themselves, versus 31% a decade ago

> 47% of viewers switch channels sometime during a program either after the show ends or to skip a commercial, as compared to 33% in 1994

> The number of viewers multitasking – talking, snacking or reading – while watching primetime TV jumped to 75% from 67% 10 years ago

> One-third of viewers watch primetime TV out of their homes at least once a week, most commonly at the homes of friends’ or relatives’

> 47% believe that primetime advertising is better than at other times during the day