More Americans are embracing the web than ever before, with 45 percent going as far as to create their own content, according to a new report from Deloitte & Touche.

The report, which surveyed 2,081 Americans, also found that 38 percent of U.S. consumers watch TV shows online, while 36 percent report using their mobile devices for entertainment. In Deloitte's first new media survey, conducted a year earlier, only 24 percent of Americans reported using their handsets for entertainment.

For many, the survey highlights the narrowing gap between digital and traditional media when it comes to attracting ad dollars.

"I think for advertisers, one of the conclusions is you don't make decisions to advertise either on television or the internet when you want to hit all the demographics, but rather you need to have a multiplatform strategy," Ken August, vice chairman and national sector leader for Deloitte & Touche's media and entertainment practice, told Reuters.

Reuters reported on an advance copy of the study, which is due to be released next month.