The survey focused on medium to heavy users of digital TV broadband internet.
Tess Alps, chief executive of Thinkbox, said: "Online usage is not displacing TV viewing and it is time to celebrate the complementarity of these two most powerful digital media."
The research also showed:
- The likelihood of buying or using a product increases by more than 50% when TV and online are used together;
- 48% of the sample group watched broadcast TV while online, most days;
- Two thirds of this group have watched TV via online providers;
- Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)