Consumers Use Multiple Forms Of Media At Same Time
RESTON, Va. - Three quarters of U.S. television viewers read the newspaper while they watch TV, and two thirds of them go online while they watch TV, according to a study of simultaneous media consumption released by The Media Center at the American Press Institute.
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?