Two-Thirds of Media Multitaskers Read the Paper While Watching TV

Posted Thursday, December 2, 2004 12:00 am

By: E&P Staff Americans are avid media multitaskers, and a study released today by The Media Center at the American Press Institute shows that a favorite multi-tasking combination is reading the newspaper while watching television.

The most popular simultaneous media usage is reading the mail while watching TV, a behavior practiced regularly by 73.9% of consumers.

The second most popular activity is reading the newspaper while watching TV, practiced by 64.5%. Then you get to various other combinations of Web/TV/magazines.

The fourth Simultaneous Media Usage Survey, known as SIMM IV, was conducted in May 2004 by BIGresearch for The Media Center. A total of 13,414 respondents participated.

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Two-Thirds of Media Multitaskers Read the Paper While Watching TV

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