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Roughly 20% of TV viewers now watch some TV shows online rather than on TV, according to IMMI. The report, based on tracking habits of 3,000 Americans aged 13-55, offers some of the first hard data that consumers are changing their habits when it comes to TV watching.
Among online viewers, 50% are watching shows as they become available online, apparently substituting computer viewing for TV watching. About 31% are using the Internet to watch shows they missed, while the rest use the Web to re-watch episodes they've already seen.
According to IMMI, sometimes a show was viewed more online than on a DVR, which they say suggests non-DVR owners are turning to the Internet for time-shifting rather than buy a DVR.
Habits are continuing to shift. In May, IMMI said that for the first time a large chunk of online viewers didn't watch episodes of the program they view online on TV.
IMMI said the demographics of online viewers don't differ all that much from TV viewers. In fact, they tend to be fairly mainstream: mostly female (55%), aged 25-44, earning between $40-$80 a year. -- Jennifer Netherby
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Online TV Viewing Starting to Replace TV - July 29, 2008
With nearly every major show on TV now also online, consumers are starting to change their habits in when and where they watch, according to a report out today from Integrated Media Measurement Inc.Roughly 20% of TV viewers now watch some TV shows online rather than on TV, according to IMMI. The report, based on tracking habits of 3,000 Americans aged 13-55, offers some of the first hard data that consumers are changing their habits when it comes to TV watching.
Among online viewers, 50% are watching shows as they become available online, apparently substituting computer viewing for TV watching. About 31% are using the Internet to watch shows they missed, while the rest use the Web to re-watch episodes they've already seen.
According to IMMI, sometimes a show was viewed more online than on a DVR, which they say suggests non-DVR owners are turning to the Internet for time-shifting rather than buy a DVR.
Habits are continuing to shift. In May, IMMI said that for the first time a large chunk of online viewers didn't watch episodes of the program they view online on TV.
IMMI said the demographics of online viewers don't differ all that much from TV viewers. In fact, they tend to be fairly mainstream: mostly female (55%), aged 25-44, earning between $40-$80 a year. -- Jennifer Netherby
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