Dual Media Consumption in U.S. (% of respondents) “regularly or occasionally consume two media at same time.” First, then..
|Go online and watch TV||59.8%||67.2%|
|Watch TV and go online||69.3||76.0|
|Read newspaper and watch TV||53.4||58.7|
|Watch TV and read newspaper||66.7||74.3|
|Listen to radio and read magazines||50.7||52.0|
|Read magazines and watch TV||50.4||60.0|
Source: Retail Adv. and Mktg. Assoc/BIGresearch, Oct 2002
The study also determines that the prime time for watching TV and going online, or the converse, is between 7:00 P.M. and 11 P.M. in the US. Specifically, the study found that during that time period:
Simultaneous media consumption is a reality in the US, and BIGresearch is not the only firm covering the numbers. In September 2002, comScore Media Metrix reported that in Q1 of this year, 47% of people with a PC and TV in the same room say they "frequently" go online and watch TV at the same time.
US Internet Users Online and Watching TV Simultaneously (% users with PC and TV in same