Survey: More people multitask with media than ever
By Erina Lin, Wednesday 23 January 2008 at 22:06 :: World Digital Media Trends :: #1141 :: rss
How do Americans consume media? According to the latest Simultaneous Media Survey (SIMM 11) conducted by research firm BIGresearch, an increasing number of people multitask with more than two media at the same time, and the level of simultaneous media usage increased over the last survey for all major forms of media.
“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” said Gary Drenik, president of BIGresearch.
The study pointed out that new media options are impacting how consumers use traditional media. For example, TV’s influence on consumers to purchase products dropped, while new media options including web radio, satellite radio, instant messaging and blogging all increased, according to BIGresearch.
“Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn¹t providing the requisite information,” Drenik said.
However, not all traditional media are losing the influence. Coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts - media that can target, be timely, and deliver value to consumers - all gained in influence to purchase as consumers are more concerned about budgets in a slowing economy.
The study also found that simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up, from one percent to 35 percent depending on the medium.
Moreover, eating is still the top activity people engage in while using media, followed by doing housework, doing laundry, cooking and talking on phone.
For the latest Simultaneous Media Survey (SIMM 11), the group interviewed more than 15,000 U.S. people during Oct. and Dec. 2007. BIGresearch conducts the study on a bi-annual basis.
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