• by Wendy Davis  @wendyndavis, December 1, 2006

The Internet is often seen as competing with TV for viewers' attention, but new research from the American Marketing Association suggests that the Web and TV complement each other.

More than one in three adult U.S. Web users--36%--said they have gone online after watching a TV show to participate in a vote, watch a rerun or view online footage, according to a report issued Thursday by the AMA.

The report, based on an online survey last month of 1,098 adults, confirms other research that shows a connection between Web use and particular TV programs. Last year, Yahoo and Mediaedge:cia reported that 37% of consumers with broadband access visit Web sites related to TV programming. In addition, executives speaking at the Digital Hollywood conference in New York February said that media companies can harness online fans to build a show's audience, both online and on television.

The AMA survey found that one in five respondents--21%--went online in the last month to submit a vote or take part in a contest or sweepstakes after watching a TV show. Twelve percent went online to watch an old episode, while 10% said they viewed exclusive online footage. Eight percent said they had watched a Webisode, provided feedback or asked a question, and downloaded clips or music related to the show. Just 1% said they had gone online to virtually chat with an actor or director.

Overall, respondents younger than 25 and non-Caucasians were more likely than their older Caucasian counterparts to visit Web sites related to TV shows. Fifty-six percent of respondents ages 18-24 said they had gone online to sites connected to TV, compared to 33% of those 25 and older. Forty-four percent of Hispanic and African-American respondents went online to TV sites, compared to 33% of Caucasian respondents.

Twenty-five percent of women had visited a TV site for the purpose of voting or participating in a contest, compared to 17% of men.