The latest Simultaneous Media Survey from BIGresearch details a new hurdle for advertisers, multitasking, the engagement in other non-media activities while consuming media, and the numbers are large. According to Joe Pilotta, VP of Research, BIGresearch, "The complexities of everyday life seem to be increasing, and as a result consumers are multitasking as a way of coping."
The 25-34 year olds are most likely to engage in multi-tasking, says the report, when using electronic media (TV, Radio, Internet) with almost 70% saying they do so regularly or occasionally. The 55+ age group multitasks the least but like the 25-34 year olds are most likely to do so when using electronic media, 60% say they multitask regularly or occasionally using TV.
The percent of people 18+ who say they multitask while using various media's
Multitaskers
Online: 69.3%
Newspaper: 40.9%
Magazine:40.2%
Radio:69.0%
TV:68.1%
Mail:49.5%
Source: BIGresearch, June 2005
"It's apparent that multitasking and simultaneous media consumption creates competition for the same time and space. Media may be relegated to the background when consumers multitask e.g. talking on the phone. When they simultaneously consume media, one of the media can morph into the background and back to the foreground intermittently. That is why understanding which media have the greatest influence on purchasing various merchandise categories becomes a key determinant for marketing ROI in today's complex media environment," said Pilotta.
source: Center fo Media Research
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