Yes, we can watch TV and use the internet at the same time. This news will chagrine my wife who used to challenge my ability to read the newspaper while watching TV. For the rest of us, this is a largely untapped opportunity.
The evidence: The Nielsen Company’s latest Three Screen Report.
Between the 3rd and 4th quarters of 2009, “simultaneous use of the Internet while watching TV reached three and a half hours a month, up 35% from the previous quarter. Nearly 60% of TV viewers now use the Internet once a month while also watching TV”, according to Nielsen.
“The rise in simultaneous use of the web and TV gives the viewer a unique on-screen and off-screen relationship with TV programming,” said Nielsen Company media product leader Matt O’Grady. “The initial fear was that Internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different.”
|Persons 2+ Watching TV and Using the Internet Simultaneously At Least Once Per Month At Home|
|Dec 2009||June 2009||Dec 2008||% Diff Yr to Yr|
|% of Persons Using TV/Internet Simultaneously||59.0%||56.9%||57.5%||2.7%|
|Estimated Number of Persons Using TV/Internet Simultaneously (000)||134,056||128,047||128,167||4.6%|
|Time Spent Simultaneously Using TV/Internet Per Person in Hours:Minutes||3:30||2:39||2:36||34.5%|
|Average % of TV time Panelists spent also using the Internet||3.1%||2.7%||2.4%||29.7%|
|Average % of Internet time Panelists spent also using TV||34.0%||27.9%||29.9%||13.9%|
|Source: The Nielsen Company|
So, Mrs. Potter, and anyone else can read the entire report here.