Multitasking media

How much media can any one person consume?  As a technologically-impaired geezer, I like to do one (two, when desperate) things at the same time. But according to BIGresearch's latest Simultaneous Media Survey (SIMM 11) of 15,727 people, I'm in the minority. Respondents say the only way to keep up with the deluge of media options is to multitask with other media at the same time. "TV's influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased," says Gary Drenik, president of BIGresearch. "Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn't providing the requisite information." Consumers looking to stretch budgets in a slowing economy seek timely, targeted media, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts. Other findings include: Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up from 1 percent to 35 percent depending on the medium; the top three Media for triggering an online search are magazines, reading an article on the product and TV, and the top three In-Store Promotions that influence purchases of a product are product samples, shelf coupons and special displays. Channel surfing remains the number one regular activity engaged in during TV commercials (41 percent), at the same time as talking to others in the room or by phone (33.5 percent), watching the commercial (5.5 percent) or mentally tuning out (30.2 percent). Still, eating continues to be the number one activity people engage in while using media followed by doing housework, doing laundry, cooking and talking on the phone. Gotta go, lunch is ready, the phone is ringing, and it's time to watch my favorite soap. Gee, I'm hipper than I thought. Big Research

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