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Active multitasking It's where users are engaged with two media at once Mar 11, 2008 When it was first discovered that multitasking was becoming a popular way to consume media--watching TV while surfing the web, say--it was read as bad news for marketers. People engaged with more than one media were likely too distracted to absorb ad messages on either one. The reason? Active multitasking. The study, which looked at data from surveys of 1,277 young people aged 9-17, as well as 1,039 parents and 250 school leaders, found that overall 64 percent of kids go online while watching TV. Just under half do so frequently, between three times a week and several times a day. It also found that 73 percent of those who are watching TV while online are engaged in active multitasking. That’s up dramatically from the 55 percent of kids who said they had engaged in active multitasking back in 2002. Some 50 percent said they had visited a web site in direct response to something they'd seen while watching TV. That’s up from 41 percent. Some 35 percent said they had sent an email or instant message to someone who was watching the same TV show, compared to 18 percent in 2002. Further, one third said they went online to participate in polls, contests or games after television programs have directed them to while still watching the tube. That’s up from 21 percent. Another interesting thing to come out in the study is that when kids are on the internet while watching TV, it’s the internet that tends to hold their attention as the primary medium. “It is really striking, the percentage that tell us that they are paying more attention to the internet,” says Grunwald “It is really a one-to-four ratio.” Grunwald attributes this to the fact that the internet is the more interactive and engaging media. Nearly half, 47 percent, of these multitaskers said that their internet surfing absorbed most of their attention. That compares to 42 percent who said they focused equally on the TV and what they were doing online. The TV came out tops for only 11 percent of kids. What’s more, 17 percent said that they actually have decided what to watch on TV based on what they were doing online. That’s up from just 10 percent in 2002. This study comes just weeks after Blynkx, the video search engine, released its own look into adults who were online while watching TV. Their survey, conducted by Harris Interactive, found that 78 percent go online while watching TV. *** Meanwhile, in online ratings for the week ended March 2, according to Nielsen Online, Google claimed the top spot among parent companies, followed by Microsoft, Yahoo, Time Warner and News Corp. Online. The top five brands were Google, Yahoo, MSN/Windows Live, Microsoft and AOL Media Network. NexTag was the No. 1 advertiser with 7.4 million impressions, followed by No. 2 Experian Group Limited at nearly 6 million. With 32.8 million ads served, Yahoo was again the top advertising site, well ahead of No. 2 MSN at 3.7 million.
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