But the cinema experience outweighs that choice as the place where most people want to watch film.
The annual survey is conducted in conjunction with YouGov, and is based on interviews with 1,162 UK consumers and a series of in-depth online focus groups.
The findings make good reading in a number of areas for film with the increasing demand for control and choice seemingly not undermining cinemagoing.
The survey suggests the theatre remains the primary place to see a film because it offers a unique 'experience'.
DVD remains the second most popular way to watch a film. 53% of respondents spending at least an hour a week watching movies from pre-recorded DVDs and 41% watching TV shows from DVD for at least an hour a week.
The flexibility that allows a DVD to be seen on multiple devices is a factor in its popularity.
Downloads are not yet seen as viable by many consumers because they take too long but the success of the BBC iPlayer suggests an appetite for online means to access content. Almost a quarter (24%) of correspondents are watching at least an hour of the iPlayer a week.
But there are concerns too for the industry. Downloading is happening, but illegally and some consumers appear to believe that they are making a legitimate choice in breaking the law - particularly when bridging the gap between cinema and home entertainment releases.
7% of respondents admitted to downloading pirate films and among some young people it has become a lifestyle choice.