Multitaskers: More Viewers Watched Super Bowl, Surfed Net

Super Bowl XLIV

Concerning the NFL big game this year, the Nielsen Company says there was a slight improvement in multitasking activity of those using the Internet while watching the Super Bowl.

About 14% of those who watched the Super Bowl could be found on the Internet. This is up from 12% a year ago. Concurrent time amounted to 29 minutes of activity -- watching the game and using Internet -- up from 24 minutes a year ago.

What were users doing? What marketers expected to see: social networking.

Google.com grabbed the biggest market share of any of those simultaneous visitors: 36%. Each of those visitors spent roughly 4 minutes of time at the site.

Facebook.com was in second place --- a 34% share of the simultaneous visitors. It also had a whopping 19 minutes per visitor spent on the digital social media site -- the most minutes per visitor of any Web site.

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Nielsen says Facebook was visited during the game by one in 20 at-home Super Bowl viewers. Yahoo was next -- 30% of the multitasking people and seven minutes of time per visitor.

Nielsen expects similar results for the upcoming Winter Olympics and FIFA World Cup soccer event.

Top Domains by Simultaneous Visitors and Time Spent

Super Bowl XLIV

RANK

Domain

% of Simultaneous

Visitors

Simultaneous Mins

Per Visitor

1

Google.com

36%

4

2

Facebook.com

34%

19

3

Yahoo.com

30%

7

4

AOL.com^

21%

3

5

MSN.com^

11%

2

Source: The Nielsen Company

Small base sizes; for directional purposes only

 

 

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