Survey: 25% of users multitask

Watching television, reading the newspaper, catching up with email and checking out blog feeds. These are all activities that many users are doing - at the same time. Capturing users attention is becoming harder with every day, so it is more important than ever to think outside the box.

by Kristina Knight

According to the latest Simultaneous Media Survey from BIGresearch 35% of users are multitasking now. During a television commercial break, users are chatting on the phone or online. While reading the paper, users are listening to radio or surfing the Internet for more information on a topic.

What does all this mean for advertisers? That the same old 30 second commercial isn't going to accomplish the same thing it did 30 years ago.

Gary Drenik, President of BIGresearch said, “New media options are impacting how consumers use traditional media. TV’s influence on consumers. . .declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased."

Let's look at television. 41% of users admitted to channel surfing during commercial breaks, 33% said they talk (via phone or room-to-room) during commercials and 30% say they simply tune commercials out.

For users, commercials aren't impacting purchasing decisions but free samples, special displays and coupons are making an impact.