BIGresearch: More folks multitasking media than ever

According to BIGresearch’s latest Simultaneous Media Survey (SIMM 11), the only way for people to keep up with the deluge of media options is to multitask with other media.  The level of simultaneous media usage in SIMM 11 increased over SIMM 10 for all major forms of media.

This does not mean all traditional media are declining in influence.  Media that can target, be timely, and deliver value to consumers, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all increased in influence to purchase as consumers are looking to stretch budgets in a slowing economy.

Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up from 1% to 35%, depending on the medium. Channel surfing remains the #1 regular activity engaged in during TV commercials with 41.2% doing so followed by:

33.5% talk with others in the room or by phone

30.2% mentally tune out

5.5% regularly fully attend to commercials

Top simultaneous media used when reading a newspaper are: watch TV, listen to the radio and go online. For people listening to radio, other media simultaneously used are (top 3): engage in other activities, go online and read the newspaper.