TV Viewing and Internet Use Are Complementary, According to Nielsen

by Jennifer McClure

The heaviest TV viewers are also the heaviest users of the Internet and 30% of in-home online activity takes place while simultaneously watching TV, according to The Nielsen Company’s new TV/Internet Convergence Panel, which electronically measures both television and Internet usage in the same homes.

Nielsen has found that television viewing and online video streaming are complementary activities. The top fifth of Internet users spend more than 250 minutes per day watching TV, compared to 220 minutes of television viewing by people who do not use the Internet at all. Nielsen found that the reverse is true as well – the lowest consumers of television have the lowest usage levels for the Internet.

Other findings from Nielsen’s TV/Internet Convergence Panel:

* 50%+/- of the Convergence Panel panelists had viewed some streaming content online. The demos streaming the most included Female Teens (82%), Male Teens (64%), Men 18-34 (57%) and Men 35-54 (55%).

* Nearly 60% of panelists and more than 80% of people who watched TV and used the Internet that month had simultaneous sessions – watching TV and being online at the same minute. This group tends to be very heavy users of both TV and Internet.

* Teens are the most likely demographic to simultaneously use the TV and Internet, but adults 35-54 have the most simultaneous usage minutes.