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BizReport : Research : June 12, 2009

EIAA examines Europe's media multi-taskers

There was once a time when walking and talking on a mobile was considered media multi-tasking, but now it can be texting and surfing the Internet, or watching television and instant messaging. Recently, the European Interactive Advertising Association (EIAA) identified this group of Internet users that rely heavily on a variety of media channels, often using two or more at any one time.

by Helen Leggatt

Dubbed "media multi-taskers", these users mix up their media, for instance watching television while surfing the Internet. According to the EIAA's recent research (.pdf), the majority of European media multi-taskers are aged below 35 although there has been a significant rise (75%) in the number of Silver Surfers (age 55+) engaged in media multi-tasking since 2006.

Media multi-taskers are far more involved with media than other users. Over half (51%) of them said they used instant messaging applications, compared with 27% of those who do not multi-task. In addition, 53% of multi-taskers were found to use social networking sites compared with 33% of others.

"With a growing number of Europeans meshing their media, it is important for marketers to understand this demographic, their behaviors and how to effectively target them," said Alison Fennah, Executive Director of the EIAA.

"With the proliferation of laptops and development of technologies such as smart phones and mobile devices, it has never been easier for consumers to access the internet on the move and so, mesh their media. Therefore, to keep ahead of the game brands need to better understand how media can work most effectively together and reflect this in their marketing strategies."

Tags: EIAA, Europe, European Interactive Advertising Association, instant messaging, media multi-tasker, mobile, silver surfers, television, texting

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