|In-Stat: 66.3 Million US TV Viewers are Simultaneously Using a PC While Watching TV|
Posted: 19-Apr-2009 [Source: In-Stat]
[In-Stat research finds 33% to 50% of male respondents sometimes use a personal computer while watching TV compared to 25% of female respondents doing the same.]
Las Vegas -- 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.
The research, “US TV Viewers Response to Economic Turmoil” (#IN0904557CM), covers TV viewing habits in the US.
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