According to BIGresearch’s Simultaneous Media Usage Study, media consumers spend a lot of time multitasking when they use media. Almost 7 out of 10 use some other media while watching tv.
Joe Pilotta, VP, Research of BIGresearch, concludes that “The intermittent usage of media which occurs during simultaneous consumption creates a serious problem for marketers who rely on exposure to media models since the anticipated exposure is being shared with many other media options and may never occur.”
Percent who use other media while:
Watching tv: 67.9%
Listening to radio: 56.4%
Reading newspapers: 68.9%
Going Online: 70.7%