Survey: Many TV viewers double-dip
Over three-quarters (78%) of Internet users from the U.S. and U.K. said they watch television while surfing the web, according to Harris Interactive’s latest survey. Over a third (35%) do so “often” or “always”.
And often the two activities are related. Sixty-two percent of â€œdouble-dippersâ€, as Harris labels those who multitask between television and Internet, go online to research something completely unrelated to what they are watching, but a quarter search for related information. That might include a product, service or personality they have seen on a show or during the ad break.
However, marketers shouldnâ€™t assume that, at no point, do consumers tune out the Internet in favor of television.
“When researchers ask consumers questions like â€œDo you do other things while watching TV?â€, a high percentage will say yes,” said Debra Aho Williamson, senior analyst at eMarketer.
“That is because of the ubiquity of TV and the fact that TV garners a sizeable share of total media time. However, studies have found that only a small percentage of total minutes spent with TV are actually spent multitasking other media.”