In the days of computers going to TVs (think TiVo, DVRs) and TVs going to computers (think Hulu, Fancast), we’re seeing another phenomenon on the rise: people using their computers while watching TV.

A recent study and article posted on Ad Age not only confirmed what I’ve found myself doing more and more over the past few years but revealed that a whopping two thirds of Americans use a computer at the same time they watch TV. Not only that, but about one third of consumers reported using a computer—correspondingly, being online—50% or more of the time they watch TV.

Similar to what we discovered in the online segmentation research Trone recently conducted, these online behaviors and usage are not drawn by age. It’s not only your younger generations who are Facebook-chatting each other as So You Think You Can Dance plays in the background. Even older demographics are on their computers 36% of the time their TVs are on.

There are other various interesting bits around this recent study. For example, women are more prone to multitask with the computer and TV than men. In the table below, you can also see a breakdown of top actions performed online while watching TV. Notably, only 13% of consumers report visiting online content that’s related to what they are watching on TV.

This presents brand marketers some new opportunities and challenges when it comes to reaching and engaging consumers. The computer-and-TV multitasking behavior is just one of the many rising examples of consumers living between online and offline worlds on a day-to-day basis. As media technology advances and integrates at accelerated rates, we must not only aim to incorporate cross-platform campaigns, but unmass our messages through the growing streams of media vying for consumers’ attention.