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With the increasing penetration of broadband Internet access, the results for TV viewing have shown that it is declining in direct proportion to the embracing of the medium, according to a study by Ofcom.

The study showed that 33 percent of people that had broadband access would watch less televison, and instead used the Internet.

When all is said and done, it's simply the ability to customize their experience that is driving users to abandon their TV viewing habits. That and the increasing number of choices that specifically target what people are interested in.

The countries that have the highest broadband penetration are the Netherlands (58 percent), Sweden (45 percent) and Japan (44 percent).

In another study independent of this one, the European Interactive Advertising Association (EIAA) added that the number of hours spent on the Internet were directly related to broadband usage.