Interclick reports that 50% of Americans spend at least 10% of their time online while they watch TV. At least 34% spend half of their time while watching the tube surfing online.
This convergence offers advertisers a new way to reach consumers while they are watching TV. For example, TV commercials that drive consumers to a site or microsite for a one-time specific opportunity such as a special offer or extra insight into a topic that will drive sales.
Men are more likely than women to be watching programming via an online stream (have you experienced HBOGO.com?). Among men, 30% have viewed TV programming via an online stream compared to 20% women. Men are also more likely to watch via a smartphone or tablet (21%) when compared to women (8%).
Those spending more than three hours per day watching TV are also more likely to use an alternate device other than a traditional TV only.