Nearly 50% of all US Internet users have a TV in the same room as their PC and many consume both media simultaneously, according to a new study from comScore Media Metrix.
The research found that 45.1 million Americans, 48% of the adult population, watch television and have a TV and a PC in the same room of their house. Of this number, 47% reported that they frequently use the Internet while watching television, 29% reported occasionally, 18% reported rarely and only 5% reported never doing so.
“This study is a wake-up call for media companies, as it reveals a startling connection between television and the Internet,” said Peter Daboll, division president of comScore Media Metrix. “The opportunity to deliver integrated programming and promotions is clearer than ever. These findings are a benchmark to help companies develop stronger relationships between visitors, viewers and customers.”
Online activities While some Internet activity during television viewing is connected with television content, the majority is not. 15% of those with a TV and PC in the same room claimed to have visited a website about the programme being viewed while 11% have sent email or chatted online about a show being watched.
A further 11% reported searching for TV listings or reviews and 10% have conducted searches for products featured on a television show or advertisement. However, 74% reported carrying out online activities unrelated to the television show being watched and 52% said that they used the computer for offline activities.
“The prevailing understanding of how the Internet can interact with TV is misguided and needs to catch up to the reality revealed by the data,” said Daboll. “While the early fears of the Internet were that it would steer people away from prime-time viewing, the real threat to TV is that the Internet is steering away viewers’ attention while they are watching TV and surfing the Internet simultaneously.”
The study also found that 63% of US Internet users subscribe to a cable service, 22% subscribe to a satellite television service while 14% do not use a subscription-based television service.
