TORONTO – “Television and the internet enhance each other,” said Theresa Treutler, president and CEO of the Television Bureau of Canada (TVB). “It is not a matter of competition, but rather one of synergies.”
The bureau released the BBM Analytics’ Spring RTS survey this morning which showed heavy users of the Internet (37.4 hours per week on average) watch an almost identical amount of television as the average person aged 12-plus. The amount of viewing, 24 hours of television each week, changes little regardless of internet usage, finds the report.
According to a June, 2008 BBM Analytics omniVU survey commissioned by TVB, over one third of those surveyed said they often watch television and surf the internet at the same time. Of this group, 63% switch back and forth between the two while 58% say they pay attention to both. Of adults 18-plus, 41% have gone on the internet for more information relating to something they saw on a television commercial. Of this group, 22% went on to make on-line purchases. Also, 27.4% of adults aged 18-plus have gone on the internet to acquire additional information about the programs they watch.
Also, the vast majority of adults would still rather watch their favourite television programs on their TV set rather than on their computer, telephone or other mobile device. As well, the proliferation of time-shifting and commercial-zapping gadgets does not seem to have any significant effect on viewing practices so far.
“A television set is clearly the platform of choice among today’s aware and interested consumers,” added Treutler. “The Internet and mobile devices have a definite role and are a great complement to TV, but do not replace the more enjoyable viewing experience on a TV.”
