The latest Three Screen Report from The Nielsen Company shows that a majority of Americans now use the Internet at the same time they are watching TV. It is definitely a multitasking world.
The Nielsen Company’s Three Screen Report tracks consumption across TV, Internet and mobile phones. In the last quarter of 2009, simultaneous use of the Internet while watching TV reached three and a half hours a month, up 35% from the previous quarter. Nearly 60% of TV viewers reported they now use the Internet once a month while also watching TV.
“The rise in simultaneous use of the web and TV gives the viewer a unique on-screen and off-screen relationship with TV programming,” said Nielsen Company media product leader Matt O’Grady. “The initial fear was that Internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different,” he noted.
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Persons 2+ Watching TV and Using the Internet Simultaneously At Least Once Per Month At Home |
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Dec 2009 |
June 2009 |
Dec 2008 |
% Diff Yr to Yr |
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% of Persons Using TV/Internet Simultaneously |
59.0% |
56.9% |
57.5% |
2.7% |
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Estimated Number of Persons Using TV/Internet Simultaneously (000) |
134,056 |
128,047 |
128,167 |
4.6% |
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Time Spent Simultaneously Using TV/Internet Per Person in Hours:Minutes |
3:30 |
2:39 |
2:36 |
34.5% |
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Average % of TV time Panelists spent also using the Internet |
3.1% |
2.7% |
2.4% |
29.7% |
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Average % of Internet time Panelists spent also using TV |
34.0% |
27.9% |
29.9% |
13.9% |
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Source: The Nielsen Company |
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