Washington, July 31 : A new study has revealed that 20 per cent of television viewing these days occurs online.
Conducted by Integrated Media Measurement Inc., the study has also revealed that about 50 per cent of such people use their computers as a substitute for their TV sets.
The other 50 per cent said that they used computers to watch only those programme episodes that they had missed or had already seen (fill-in).
According to the study, 30 per cent of the people who reported watching shows online were adults aged 25 to 34.
"This is the first single-source passive data to show that the migration from one platform to another is actually occurring -- and it's happening fast," Contactmusic quoted Amanda Welsh, who heads research for IMMI, as telling Advertising Age.
Based on their observations, the researchers concluded that it "is only a matter of time" until most viewers use computers to receive all television programs.