TV & Web are a popular pair

According to Reuters, new research from Nielsen finds that 31% of online activity occurs while the user is watching television.

The findings help explain why TV viewing is on the rise at the same time new media is also growing.

The report does not break down the types of Internet activity engaged in by TV viewers or what types of programming they might be watching while online, but that information might prove very valuable for newsrooms as they look for ways to engage the audience online while keeping them watching traditional news programming.