TV viewing is most often paired with reading the mail by 73.9% of consumers, BIGresearch found. That’s followed by using the Internet while watching TV, which was practiced by 62.9% of those surveyed. Reading a magazine while watching TV was done by 59.2% of respondents. And when it comes to choosing which channels to watch, 40.8% of consumers say they spend a larger percentage of time viewing cable television versus 37.5% of consumers who say they spend more time watching traditional TV networks.