2/3 of Internet Time is Shared with Other Media.

A new Knowledge Networks analysis shows that, for two out of every three minutes consumers (ages 13 to 64) spend with the Internet, they are also using at least one other medium at the same time. This compares to three out of every 10 minutes for television – meaning that TV is a “solo medium” 70% of the time.

The research also reveals that simultaneous use of Internet with other media grew dramatically among those 18 to 34 years old; in 2009, 51% of their Internet minutes were shared with other media, versus 64% in late 2010.

Overall, 20% of all minutes spent with the five media measured – TV, Internet, radio, magazines, and newspapers – are shared with one or more other media.

“If we assume that every medium you add to the mix is likely to diminish attention to advertising, then television holds a unique advantage over the Internet when it comes to engagement,” said Robert DeFelice, Vice President of Client Service at Knowledge Networks and director of the MultiMedia Mentor® research program. “But this also means that the Internet presents twice as many opportunities for reinforcing messages in other media – if one has a clear sense of where and when target audiences might be likely to combine media use.”

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