Some 35 percent of Australians admit to browsing the Web while simultaneously watching TV, Morgan reports. That's up from 26 percent since the end of 2010.
Should TV advertisers be worried that more than a third of their viewing audience are looking elsewhere?
Not at all, argues George Pesutto, media and communications GM at Roy Morgan Research.
The research shows that Aussies who use the Internet while watching the telly are 73 percent more likely to look up a Web site because of something they've seen on TV and are 25 percent more likely to find TV advertising "interesting", compared to the average Australian.
"Our research shows that people who use the internet while watching TV are more likely to enjoy and respond to TV advertising compared with the average Australian, indicating that other connected devices can actually enhance or complement the viewing experience," Morgan says.
"Many in the industry are making it more interactive by incorporating social media or other digital platforms."
In a separate finding, Morgan reports that the proportion of Australians streaming or downloading TV, movie or video content online to the extent that they are not watching live broadcast TV at all, has doubled since 2010 to 6 percent - or 1.2 million people.
And the proportion of households that consume at least some of their video from streaming or downloading has gone up from 36pc to 53pc.
That will be music to the ears of US video streamer Netflix whish is reportedly planning to enter the Aussie market, as well as to Foxtel, which is planning to increase its streaming activities.