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updated 8/30/2010 6:08:53 PM ET 2010-08-30T22:08:53

The allure of live TV isn’t what it used to be. With the growing accessibility of online video, on-demand cable and recording services such as TiVo, Americans are putting live broadcasts on the backburner.

In fact, according to a new survey of 1,000 consumers by market research firm Morpace, only 52 percent of Americans' viewing time is spent on live TV compared to other alternatives.

Viewing DVDs makes up the largest share of how people invested their TV time (14 percent), followed by DVRs at 12 percent and "on demand" at 6 percent. Online programming makes up 9 percent of total content viewed.

More than one-half (51 percent) of consumers surveyed said they view at least some video programming online, while 23 percent use a streaming video source such as Netflix. About 16 percent of respondents said their television is connected to the Internet to allow the viewing of online content.

Not surprisingly, young consumers are watching live TV less than older consumers. Consumers age 18 to 34 are watching live TV only 41 percent of the time; consumers 55 and older are watching live TV about 64 percent of the time.

Desktop and laptop computers are the most commonly used devices to view online media but mobile video consumption is increasing, with nine percent of Americans reportedly watching video on a mobile phone.

© 2012 TechNewsDaily

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