Online TV viewers interact more with media

More than one in ten young adults watches TV online at least once a week, according to new research from Knowledge Networks.

The survey found that 11 per cent of 18 to 34-year-old internet TV-watchers also spend an extra hour each day interacting with various media platforms compared to their peers.

This group also spends 80 per cent more time online than the general 18-to-34 population and 16 per cent more time with media in general.

Almost half (46 per cent) belong to one or more social networks and activity on these sites takes up an average of 19 per cent of their online time.

Internet TV-viewers also spend 16 per cent of their time on instant messaging, compared to 12 per cent of all other 18-to-34-year-olds.

Bob DeFelice, vice president for client service at Knowledge Networks, said; “For the most part, TV online viewers are not trading one medium for another; they are just adding a big helping of internet time.

“As more and more of the 18-to-34 population moves in this direction, understanding this group’s media preferences and habits will grow in importance to marketers.”