Study: TV and web are increasingly used in parallel
The simultaneous use of television and the Internet is steadily increasing. More and more people are engaging in multitasking viewing behavior, either watching TV directly on their computers while switching between browser windows or using the web at the same time as they enjoy traditional TV.
The latest Nielsen figures confirm this trend. According to these figures, 59% of respondents already use TV and the internet at the same time. The time spans in which the two media are used in parallel have also increased by 35% within a year and now average three hours and 30 minutes per month.
For programme makers, who are even more concerned about their audience due to such figures, the restless user behavior is unlikely to be very pleasing. New challenges may also arise for advertisers. "If attention immediately shifts from a TV commercial to the internet, this is certainly problematic for advertisers and broadcasters," Andreas Vlasic, Managing Director of the Media Institute in Ludwigshafen, told Pressetext. Because what is being sold is the viewer's attention. "If this is elsewhere, you really do have to question the efficiency of advertising communication," says Vlasic. The media expert does not believe that the new media usage behavior will cause more stress and anxiety for consumers themselves with regard to younger generations. "They are used to such usage processes because they have been socialized with the diversity of digital media from an early age. Older users, however, could become stressed more quickly."
Internet users more restless than TV users
The Nielsen study shows that internet users are more restless than TV users. While 34% of web users switch on the TV at the same time as surfing, only 3.1% of TV viewers use the Internet at the same time. However, the challenge that web users in particular pose to advertisers can also be seen as an opportunity. For example, cross-media campaigns could become more important as a result.
For programme makers, who are even more concerned about their audience due to such figures, the restless user behavior is unlikely to be very pleasing. New challenges may also arise for advertisers. "If attention immediately shifts from a TV commercial to the internet, this is certainly problematic for advertisers and broadcasters," Andreas Vlasic, Managing Director of the Media Institute in Ludwigshafen, told Pressetext. Because what is being sold is the viewer's attention. "If this is elsewhere, you really do have to question the efficiency of advertising communication," says Vlasic. The media expert does not believe that the new media usage behavior will cause more stress and anxiety for consumers themselves with regard to younger generations. "They are used to such usage processes because they have been socialized with the diversity of digital media from an early age. Older users, however, could become stressed more quickly."
Internet users more restless than TV users
The Nielsen study shows that internet users are more restless than TV users. While 34% of web users switch on the TV at the same time as surfing, only 3.1% of TV viewers use the Internet at the same time. However, the challenge that web users in particular pose to advertisers can also be seen as an opportunity. For example, cross-media campaigns could become more important as a result.
