Online audiences watch less TV, but the decline is negligible, according to a study by Cyber Dialogue.
On a weekly basis, the decline amounts to 33 million hours in the U.S., or less than one per cent of all TV viewing.
One-third of Internet users report watching less television as a direct result of their Internet use.
Online users are more likely to pay for television content, including cable, premium cable, or satellite services.
About 24 per cent of Internet users surveyed have accessed a website they saw advertised on TV.
Over 8.5 million "media junkies" in the U.S. report going online while watching TV. Such viewers are more likely to use advance technologies such as Shockwave or chat.
Source:Cyber Dialogue study, cited on CNN, October 29, 1998
