In May, for the first time, IMMI also found that a significant segment of the audience for prime-time shows online was not also watching some portion of episodes on TV.
Contrary to the perception of online video as a young male bastion, the largest proportion of online TV viewers are white, affluent, well-educated women aged 25 to 44. Only 19.1% of 13- to-24-year-olds are watching prime-time shows online.
Among online TV viewers, half are watching programs as they become available, and half are using the Web to catch up on episodes they missed or to view them again.
research is based on a random sample of 3,000 teens and adults is key markets including New York, Chicago, Los Angeles, Miami, Houston and Denver.--Mark Walsh