RESEARCH BRIEF
FROM THE CENTER FOR MEDIA RESEARCH
Tuesday, December 2, 2008
The study shows that nearly 31% of in-home Internet activity takes place while the user is watching television, demonstrating that there is a significant amount of simultaneous Internet and television usage. Conversely, about 4% of television viewing occurs when the consumer is also using the Internet.
Other findings from Nielsen's TV/Internet Convergence Panel include:
50% of the Convergence Panel panelists had viewed some streaming content online. The demographics of those streaming the most were:
- 82% of female teen panelists viewed streaming content
- 64% of male teens
- 57% or men 18-34
- 55% of men 35-54
Nearly 60% of panelists and more than 80% of people who watched TV and used the Internet that month had simultaneous sessions - watching TV and being online at the same minute. This group tends to be very heavy users of both TV and Internet.
Teens are the most likely demographic to have simultaneous TV/Internet usage, but Adults 35-54 have the most simultaneous usage minutes.
Howard Shimmel, Senior Vice President Client Insights, The Nielsen Company, says "It is too early to draw... firm conclusions about behavior... but... early trends... indicate that online usage is complementing, not substituting for, traditional television viewing... "
For additional information, please visit here.
For more information visit www.mediapost.com
