Simultaneous TV/Internet Use On The Rise Among Baby Boomers & Young Men.

New findings from MultiMedia Mentor, the strategic media planning service from Knowledge Networks/SRI, suggest that television/Internet convergence is gaining acceptance among average Web users. During early weekday evenings, for example, simultaneous TV/Internet use among consumers age 35 to 49 has nearly doubled over the past six months.

As part of MultiMedia Mentor, Knowledge Networks/SRI conducts year-round studies of consumers’ use of five major media – TV, radio, the Internet, magazines, and newspapers. The latest KN/SRI research shows that, compared to six months earlier, convergent TV/Internet use between 6PM and 9PM on weekdays nearly doubled among adults 35 to 49, with 11% reporting simultaneous use yesterday — a figure that had held at 6% for the previous two surveys.

Similarly, among men 18 to 34, simultaneous TV/Web use during the same hours rose 3 percentage points, to 13%, after remaining at 10% for the past two studies. For women of the same age group, the figure is 8% – unchanged for the past year.

Among teens (ages 12 to 17), TV/Internet convergence also grew, but more slowly than in the past; 13% reported simultaneous use from 6PM to 9PM during the work week, versus 11% six months earlier and 6% one year earlier.

At a time when consumer media use is fragmenting, and making the most of every media buy is essential, MultiMedia Mentor™ allows advertisers and agencies to create reliable, customized media plans that help them reach thousands of target audiences more efficiently. This unique strategic service combines single-source cross-media data and software that allows clients to take into consideration whether a particular audience is likely to be more or less attentive during a particular ad exposure.

For additional information at http://www.knowledgenetworks.com