Two-Thirds of Internet Users Watch TV While Surfing the Net

• Posted: Thursday, February 01, 2007
• |
• Author: pradhana
• |
• Filed under: Internet Advertising, Online Advertising

eMarketer report says multitasking seriously affects ability to absorb content

As consumers become flooded with more media, they are finding ways to make room for it rather than letting some of it go. Multitasking has become a necessity. Though teens are more likely to do so than adults, it is estimated that 25%-30% of total media time is spent multitasking. Media multitasking is something that is often taken for granted, but actually has a profound impact on the ability to absorb and remember content, including advertising messages.

It is critical that marketers gain a better understanding of multitasking behavior to effectively plan advertising, and measurement firms need to develop better tools to monitor multiple media exposures at the same time, according to eMarketer's report, "Multitasking Consumers: Distracted or Connected?"

In 2006, 103 million of the 147 million US adult Internet users watched TV while they went online. Nearly 90 million listened to the radio while online, and more than 50 million read magazines while online. Among teen Internet users, 7.3 million of the total 9.4 million watched TV while online, and 6.9 million listened to the radio.

Read more

• Permalink
• RSS 2.0
• 
• 
• 
• 
•