Over 66 million US consumers across demographic categories are using the internet while watching TV, according to market research firm In-Stat.
Based on In-Stat’s recent survey of US TV viewing habits, 33% of all male respondents, across age groups, reported that they are sometimes using a personal computer simultaneously while watching TV. Among some male age groups the behaviour was as high as 50%.
In contrast, about 25% of female respondents reported using a PC while watching TV.
Gerry Kaufhold, In-Stat analyst, said: “Consumer multitasking represents an important emerging opportunity for the TV industry.
“Local TV stations, TV networks, pay-TV networks, 24-hour news networks, sports leagues, and music channels, can instantly connect to some of their viewers, right now, on both the TV screen and on a laptop computer screen.”
In-Stat also found that one-fifth of all respondents reported doing instant messaging while watching TV, with similar responses among females and males.
The economy is also having an impact on viewing habits in the US, In-Stat found, as US consumers could drop spending on mobile, broadband and pay TV services by nearly $5 billion due to the financial downturn, while about 15% of respondents intend to cut back spending on subscription-TV, broadband, and mobile services in response to economic pressures.
Research released last month by Ball State University revealed that TV in the home still commands the greatest amount of viewing in the US, even among those ages 18-24 (see Home TV viewing still popular in the US).
The research also found that TV users were exposed to, on average, 72 minutes per day of TV ads and promos.
However, Yankee Group research revealed that US consumers are spending 11% more time online than watching TV (see US consumers spending more time online than watching TV).
The 2008 US Entertainment Survey also found that 56% of television viewers are online at the same time, browsing the web or sending e-mail.
