The Simultaneous Media Usage Survey (SIMM), conducted by BIGresearch, reveals a higher-than-expected level of multiple media usage. With 70 percent of media users saying they at one time or another try to absorb two or more forms of media at once, the SIMM results have implications for marketing and advertising as well as for online content providers - Who is paying attention to what, and when?
Study findings include:
The Simultaneous Media Usage Study was conducted online in October 2003, using Big Research's proprietary sampling technique, with 13,414 respondents participating. The margin of error is Â±1 percent.
The study findings and details are available with a video briefing at www.mediacenter.org.
Publication date: 05/03/2004