Is iPad reading cutting into TV viewing?

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NEW YORK, Jan. 14 (UPI) -- A study says the iPad isn't only changing how people read online but when they're doing it, including during traditional TV prime time hours.

Internal data acquired by ReadItLater, a Web service that tracks Web content use, show the main bulk of iPad text content consumption is from 7 p.m. to 11 p.m., FastCompany.com reported Friday.

As well as settling back in the living room to watch TV during prime time hours, people are apparently taking their iPad with them, too.

The data can't reveal if people are multitasking with TV and the iPad or are ignoring the TV altogether, but the findings will no doubt be of concern to TV executives who depend on uninterrupted attention from TV viewers to maximize ad revenues, FastCompany said.

In a sort of return to a traditional leisure hour image, people may be settling down on the couch after the evening meal to read the newspaper or a book -- just in a digital format.