TV networks would like to think that we’re giving their shows our undivided attention, but a recent survey by Adweek/Harris Poll proves it’s just not so.
They surveyed 2,309 US adults between May 24 and 26, 2011 and here’s what they found out.
- 56% of respondents said they surf the web on a computer while watching TV. 18% surf using a mobile phone and a few reported use of a tablet.
- 44% say they read a book, magazine or newspaper with 7% doing it with an eReader.
- 40% visit a social networking site.
- 29% said that they shop online while watching TV which I assume doesn’t take into account those who shop while watching the home shopping network on TV.
When broken down by age, younger adults lean toward computers and phones for their multitasking while older adults tend toward print materials or doing nothing at all.
In all areas except surfing with a phone and tablet use, women were the majority multitaskers.
Let’s try an experiment. Tonight, when you sit down to watch TV. Don’t do anything but watch for an hour. The networks and their advertisers will thank you.