The SIMM data is reported to allow advertisers and media planners to identify which media platforms consumers use in tandem -- newspapers, TV, radio, Internet, instant messaging, cell phones, PDAs, PVRs, etc. -- and when they use them. It also tracks a target audience's shopping habits and allows media professionals to create plans that reach that audience on each medium.
A BIGresearch chart, contained in the report, illustrates the habits of Wal-Mart shoppers who watch TV while using other media:
|Activity||Approximate simultaneous users|
|Read the mail||66%|
|Read the newspaper||52%|
|Listen to radio||17%|
You can find out more here.