34% of internet users surf the Web during TV commercial breaks

More and more users have become at multitasking, ie two simultaneous consuming media, especially television and the internet and to avoid TV commercials no longer need to zap, but enough for them to surf the net. The research, conducted at the request of Microsoft, shows that the target of 16 to 24 deepens the habit.

39% of users change channels during commercial breaks, while 34% use internet along these intermediates, according to a study conducted at the request of Media Meshing Microsoft Advertising between 1,050 adults in seven European countries ( United Kingdom, France, Germany, Spain, Italy, Denmark and Belgium.
This paper highlights two of every three Internet users surf the web while watching TV at least once a week and 40% do so most of the day or night.

As for the distinction by sex and age, the study says there is no significant gender bias in the simultaneous use of these means and that users aged between 16 and 24 show a greater propensity to consume internet and TV at the same time. Another feature of the report is that the day of the week is a differentiating factor in the simultaneous use of media. On weekends this use throughout the day (from 10:00 to 17:30) is almost twice that week: 47% versus 23%.

The dominant activity during the simultaneous use of media, as in the regular use of internet is the e-mail query, followed by web browsing, social networking and instant messaging. At this point if they are gender differences: the web surfing men looking for content while women focus on communication in its various forms.

For multitasking roles of advertising in television and internet are complementary: both play a similar role in providing consumers information about products and brands, as well as providing information on products they already know. In regard to stimulate interest, product testing, and persuasion, the force that has traditionally been advertising on television is still noticeable, but online ads are also obtained good results in the study.

Another preconceived idea is the widespread perception that Internet is not just a response channel and the major drivers of brand awareness are the ads on television, print and outdoor. However, when asked to multitask on this issue, 51% choose the network as the most effective time to make known brands and products.