A study conducted by NPD in conjunction with online newsletter Iconocast has found that 57 percent of U.S. users have the ability to use their TV and their PCs at the same time.
Of those that do multitask, 86 percent watch TV and surf the Internet simultaneously. According to the authors of the report, the results suggest that the TV and the PC will not converge.
Among those who multitask, 91 percent said they had visited a site online after being exposed to offline advertising. Sixty-two percent had visited a site immediately after hearing it advertised on TV. Seventy-five percent go online during TV commercial breaks.
Twenty percent of users visited the site of a TV program while watching the program. Users were far more likely to respond to URLs advertised in commercials. Of those, entertainment, technology or financial products and services elicited the highest response.
The survey was conducted using a sample of 2,893 online users.
Source: Nua Internet Surveys.
