• by Daisy Whitney , Op-Ed Contributor, October 16, 2014

Online viewing is popular because it’s easy. Sure, binge-watching, commercial skipping and a lower cost are nice, but more than half of online video viewers say they watch TV on the Web because they can watch shows when they want.

According to a comScore survey of more than 1,000 online users, 56% said the main reason for viewing TV shows online is they can watch on their own schedule. Only 38% cited the ability to skip ads as a main reason, while 35% said they like the chance to watch all episodes together. These findings are useful for networks and brands as they refine their tactics to reach consumers and TV viewers.

The reasons shake out a bit when age is taken into account, comScore said. Many older viewers say they are tuning in online because they missed an episode on regular TV, while the younger folks are “proactively” seeking out shows on the Web to save money or watch fewer ads. Knowing these motivations can help refine the ads that are delivered to this range of consumers. Also of note, about one out of six Millennials said they did not watch any original TV series on a set in the past 30 days.

Younger viewers are also more likely to watch original online series rather than TV series online. Nearly half of younger viewers watch originals, while only 17% of the 55-plus group does. Perhaps that’s because most online originals are geared for the younger group.

Millennials are also more likely to have snipped the cable cord. Those in the 18- to-34 age range are 77% more likely to be a so-called “cord-never,” and 67% more likely to be a cord-cutter, comScore said.