The latest Nielsen Quarterly Report on cross-platform media audience behaviour has outlined the enduring strength of the pay-TV market, with consumers highly willing to pay for high quality content.

The survey indicated that more or less two-thirds of US homes had an HDTV, a 20% year on year increase, and that Americans are spending more time watching video on traditional TVs, mobile devices and the Internet than ever before.

Overall TV viewership increased 22 minutes per month per person over 2010 and mobile video and online video viewership increased over Q1 2010 . Though still low in absolute terms, mobile video viewing saw marked gains, increasing 41% over 2010 and more than 100% since 2009

In addition, Nielsen data shows that consumers are willing to pay for high-quality TV content, with 91% of TV consumers paying for. Despite the onset of cord-cutting to a small degree, Nielsen found that instead of people dropping paid for services, evidence points to a slight reshuffling of the method selected.

. Online video usage was also seen to be rising. Nielsen’s data showed that the lightest traditional television users were streaming significantly more Internet video, and the heaviest streamers under-indexing for traditional TV viewership. More than a third of the TV/Internet population is not streaming, whereas less than 1% are not watching TV.

“With traditional TV representing a $70 billion-plus advertising market, it’s no surprise that other content players want to get in the game and established players continue to innovate across platforms. Though we’re seeing strong growth for mobile and Internet video, traditional TV remains dominant. Each month, U.S. consumers spent nearly 159 hours viewing TV in their homes, 4 ˝ hours viewing Internet video on their computer, and more than 4 hours watching video on their mobile devices,” explained Matt O’Grady, Executive Vice President, Media Audience Measurement, Nielsen.

“The good news for both media companies and advertisers is that it’s clear consumers are willing to pay for high quality content.”