Avid Internet users watch the same amount of television as most people, according to a new survey commissioned by the Television Bureau of Canada.

Among Internet users who are online for an average of 37.4 hours per week, over a third said they watch TV while on the Internet and, of that group, 63% jump back and forth between the two, while 58% pay attention to both.

‘Television and the Internet enhance each other,’ says Theresa Treutler, president and CEO of TVB. ‘It’s not a matter of competition, but rather one of synergies.’

In the 18+ demo, 41% have gone to the Internet to find more information on something seen on a TV commercial, and 22% of that group went on to make online purchases. Over a quarter of the 18 and older group, 27.4%, have gone onto the Net to search out information about the programs they watch.

The study, conducted in June by BBM Analytics, also notes that most adults would still choose the tube over any other media as a means of watching favorite programs, and that the advent of time-shifting and commercial-zapping devices doesn’t seem to affect viewing practices notably.

From Media in Canada