Two-thirds of internet time is shared with other media

There is a heavy increase of simultaneous media use among
18-to-34 age group, according to Knowledge Networks.

For two out of every three minutes consumers (ages 13 to
64) spend with the Internet, they are also using at least one other medium at
the same time. This compares to three out of every 10 minutes for television –
meaning that TV is a solo medium” 70percent of the time.

Simultaneous use of Internet with other media grew
dramatically among those 18 to 34 years old; in 2009, 51 percent of their
Internet minutes were shared with other media, versus 64 percent in late 2010.

Overall, 20 percent of all minutes spent with the five
media measured TV, Internet, radio, magazines, and newspapers are shared with
one or more other media.

If we assume that every medium you add to the mix is
likely to diminish attention to advertising, then television holds a unique
advantage over the Internet when it comes to engagement,” said Robert DeFelice,
Vice President of Client Service at Knowledge Networks and director of the
MultiMedia Mentor research program.

But this also means that the Internet presents twice as
many opportunities for reinforcing messages in other media if one has a clear
sense of where and when target audiences might be likely to combine media use.

By Team
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