Media multitasking

The Media Center at the American Press Institute concludes that 70% of media consumers use multiple forms of media at the same time. The goal of the study was to provide “quantifiable data on consumer media behaviors as an alternative to traditional audience measurement techniques, which at best capture bodies or time in front of devices but do not necessarily capture mindshare or influence.”

    Key stats:
  • People who regularly or occasionally watch TV and read the newspaper at the same time: 74.2%
  • People who regularly or occasionally watch TV while going online: 66.2%.
  • For simultaneous online users, TV viewing is down 8.8% among 18 to 24 year-olds and down 12.2% among 25 to 34 year-olds in favor of video games
  • What people do as they wait for downloads from the Internet: listen to the radio (52.1%); watch TV (61.8%), read the newspaper (20.2%)
  • Importance of word of mouth when it comes to making purchase decisions: 72.5% of all consumers say it’s very important versus 80% among cell phone users.