Half Of Consumers Use Multiple Media Sources Simultaneously.

Americans have become well known for their ability to multitask. It’s not uncommon for people to balance their checkbook while talking on the phone or prepare dinner while helping the kids with homework. A new study to be released by BIGresearch has found that Americans have begun multitasking in a new arena—media. The study, which measures simultaneous media usage (when consumers use a primary media source while a secondary source is in use), may inevitably change how marketers reach their target audiences.

According to the Simultaneous Media Usage Study roughly half of consumers engage in simultaneous media usage.

“Today’s consumers are hearing overlapping messages from advertisers,” said RAMA President Tom Holliday. “If consumers are watching television while surfing the net, it becomes increasingly difficult for marketers to know how to craft a message and reach their customers. It also creates new dilemmas for media planners and buyers. Simultaneous media usage changes all the rules.”

The study yielded powerful results that will allow RAMA and BIGresearch to help advertisers and marketers create best practices in targeting their customer when they are torn between multiple simultaneous information and entertainment sources.

Research Findings

59.8% of males and 67.2% of females watch TV when they go online*

69.3% of males and 76.0% of females while online have the TV on*

50.7% of males and 52.0% of females read magazines when they have the radio on*

53.4% of males and 58.7% of females watch TV when they read the newspaper*

50.4% of males and 60.0% of females watch TV when they read magazines*

66.7% of males and 74.3% of females read the newspaper while they have the TV on*

* Percentages are Regularly plus Occasionally

“Today’s fragmented media environment is characterized by an exploding number of media alternatives vying for peoples’ time,” said Dr. Joe Pilotta, Vice President, BIGresearch. “Unfortunately, people still have only 24 hours in a day, which has necessitated their need to simultaneously use the media in order to keep pace.”

“We finally have a tool to pry the lid off single-focus Media penetration data,” said Holliday. “Understanding what consumers are simultaneously watching, reading and listening to have never been more important to advertisers and marketers.”

“Our current media planning tools and approaches are antiquated, rendering them useless,” said Dr. Don Schultz, President of Agora, Inc. and advisor to BIGresearch. “The only way to truly understand consumers’ behavior in the information age and form a cohesive strategy is by studying simultaneous media usage.”

For more information at http://www.rama.org