The number of users who access the web while they watch television is on the rise, according to research from Comscore.
The company said that an increasing interest in web use while watching television programmes is changing the way businesses should approach their online applications and marketing strategy.
According to the study, 25 per cent of users reported accessing television network and broadcaster content online, while 12 per cent of users had watched online video content. Additionally, 17 per cent of users were "multi-screen" consumers who go online with a PC or mobile device while they are watching television.
For content such as sporting and major news events, researchers found that multi-screen use climbed as high as 30 per cent.
"Across the 10 major media brands included in the study, it is no surprise that on average 90 per cent of the audiences were reached on the TV platform," the firm said in its report.
"What is more surprising, however, is how the media brands’ investments in digital platforms appear to be paying off."
The study suggested that multi-screen users and online video consumers were in fact more loyal as customers and spent more time consuming content than those who only watched television.
Comscore believes that the study indicates that firms should not see web properties and media services as a replacement or competitor for traditional broadcast television, but rather as a supplement which can help companies improve audience engagement and media consumption.
"It is interesting to speculate how consumers are building up this new engagement with media brands," the company said in the report.
"By extending their content to digital platforms, the content is available to consumers on a 'wherever, whenever' basis, which has led to the emergence of new 'digital dayparts' in time segments that previously did not exist due to the exclusive reliance on TV as a content medium."