66.3M US TV Viewers are simultaneously using a PC while watching TV.
March 21, 2009
Over 66 million consumers across demographic categories are using the Internet while camped out on their sofas watching TV, according to market research firm In-Stat. Based on In-Stat’s recent survey, 33% of all male respondents, across age groups, reported that they are sometimes using a personal computer simultaneously while watching TV. Among some male age groups the behavior was as high as 50%. In contrast, about 25% of female respondents reported using a PC while watching TV.
“Consumer multitasking represents an important emerging opportunity for the TV industry” says Gerry Kaufhold, In-Stat analyst. “Local TV stations, TV networks, pay-TV networks, 24-hour news networks, sports leagues, and music channels, can instantly connect to some of their viewers, right now, on both the TV screen and on a laptop computer screen.”
Recent research by In-Stat found the following:
One-fifth of all respondents reported doing instant messaging while watching TV, with similar responses among females and males.
US consumers could drop spending on mobile, broadband and pay TV services by nearly $5 billion due to economic turmoil.
About 15% of US respondents intend to cut back spending on subscription-TV, broadband, and mobile services in response to economic pressures.
For more information at http://www.in-stat.com
