A new study by Harris Interactive indicates that a substantial portion of adults would rather play casual games online than watch television.

Some 31 percent of adults 18 and over prefer playing casual games to TV watching, while 35 percent would rather play games than go to the movie theater, writes Reuters (via MediaBuyerPlanner), citing the Harris study. Women over 40 are even more likely to engage in casual game play: 49 percent prefer to play games than go to the movie theater, and 37 percent prefer games to TV.

The same group is largely opposed to brands being incorporated into the action (advergaming) but reacts positively to sponsorship and to interstitials between levels, according to the article.