Simultaneous viewing of TV & Internet highest among females.

While men may claim to be the masters of technology, it is the women who are embracing the new age of media and integrating their computers and the Internet into their television viewing.

According to data released by Integrated Media Measurement Inc. (IMMI) usage of television and an Internet-connected computer at the same time averaged 17.5 minutes per day among females 15-48 and 15.7 minutes per day among males in the same age group. The highest simultaneous television/Internet usage was among females 30-39, at 23.3 minutes per day, more than double that of males in the same age group at 10.6 minutes. The data also shows that simultaneous usage of men starts strong and decreases as they approach their 40s, with women showing the opposite profile, which corresponds to the heavy-duty child rearing years.

“Considering the amount of sports-related programming that connects the Web to television, it was surprising to see the highest simultaneous usage was among adult women,” said Amanda Welsh, head of research for IMMI. “Our interpretation of this is that women are more inclined to multi-task than men, particularly when in the home balancing their personal and professional lives. This is entirely consistent with studies of online television consumption previously conducted by IMMI.”

For more information at http://www.immi.com