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.
