As an update to my previous post on CBC’s assertion that “Traditional TV and radio usage is not being displaced by the Internet” and “The trend is towards personalizing and controlling media, not developing new ways to consume it” comes yet another study that seems to debunk the CBC’s hypothesis. Again, I’ll preface this by saying that I do recognize Canada and the U.S. markets are not interchangeable when it comes to data. However, I do think when evaluating media consumption patterns and trends, there is much to learn from U.S. data as a loose barometer for present and future Canadian behaviour.

New data from recent months show online television viewers are using the web not just as fill-in or catch-up, but as TV replacement. IMMI finds more than 20 percent of panel members watch some prime time programming online, and the largest segment of online television viewers are white, affluent, well educated, working women aged 25-44.

A few quick notes worthy of mention. The 25-44 age demographic is older than some might think when it comes to viewing TV programming on the web. The other stat that jumps out is the 50% using the internet as a ‘TV replacement’. While that number may not be indicative of the entire market nor indicative of what is currently happening in Canada, even with a grain of salt, it’s a clear sign that there is a migration taking place. Suggesting that the internet is not displacing TV usage in any meaningful way seems akin to burying your head in the sand. You can download the full Integrated Media Measurement report in PDF form, over here.