The lines between television and Internet media are blurring, which opens a door to reach users of both media simultaneously, according to the findings of a new study.
Some 48% of Internet users regularly watch television and have a TV and PC in the same room, said the research by comScore Networks. Forty-seven percent are regular TV viewers, but do not have a television and PC in the same room, while 5% of Internet users do not watch TV at all.
Among the 45.1 million adults that have both appliances in the same room, nearly half (47%) reported they frequently use the Internet while watching TV, 29% said occasionally, 18% said rarely and 5% said they never use both.
Some Internet activity is associated with the program shown on TV, but most of it is not. Only 15% reported visiting a Web site about the TV show being watched. Most people are doing other things: 11% are sending e-mail or chatting online about the television program; 11% reported searching for TV listings or reviews; and 10% said they research or browse products featured on a television show or advertisement.
Marketers need to understand that viewers are often dividing their attention between the two media, turning to the Internet when TV programming is uninteresting, or when an ad comes on, said Peter Daboll, president of comScore Media Metrix, a division of comScore Networks, in a statement.
“TV programmers need to understand they are competing against the Internet for viewers’ attention, and that efforts to extend the TV experience online in some instances could run counter to the way the people are using the two platforms in the first place,” Daboll added.
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