Source: IAB / Prosper Insights & Analytics [pdf]
Notes: Some 43% of US adults regularly go online while watching TV, and these “media multitaskers” tend to be young and female, per the report. African-Americans also over-index in this behavior; they comprise 22% of media multitaskers, versus 18% of the adult survey sample.
About the Data: ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼ï¿¼The study describes its methodology in part as follows:
“IAB conducted a custom analysis of syndicated Prosper Insight data to look at consumer and media behaviors of ‘Media Multitaskers’, or those who regularly go online while watching TV as compared to the general Adult 18 and over population in the US. Regularly is defined as “routinely, as a set pattern; occasionally means no set pattern, as mood suits.” The report is derived from the Media Behaviors & Influence (MBI) Study (Jan 2014) of 15,410 respondents surveyed online. The study has a margin of error of less than 1%, at a 99% confidence level. Two percentage points is statistically significant at 99% confidence level.
- Prosper Insights & Analytics Media Behaviors & Influence Annual Survey
- 15,410 Adults 18+ representative of the general US population
- 6,074 Media Multitaskers, Adults 18+ who regularly go online while watching TV