Study: Internet surfers use TV as a companion medium

Internet users are not content with just surfing. According to a study by TNS Emnid in cooperation with the genre initiative Radiozentrale, cited by Pressetext, around 40 million German Internet users aged 14 and over seek out at least one other accompanying medium. 22 percent watch television in addition to surfing. "What really surprised us was the view of TV: we were aware of its increasing role as an acoustic parallel medium - we also attributed this to the music channels," Susanne Baldauf, Head of Communications at Radiozentrale, explained to Pressetext. However, the TNS Emnid study, based on a separate survey of music channels, has now come to the conclusion that TV in general - and not just the music TV channel - is becoming a parallel medium.
According to the survey, radio programs are the most common additional medium to the Internet across all age groups. After the typical radio programs from the respective region, music CDs, followed by MP3s and finally radio via the Internet are named as the most popular audio accompaniment.
However, in addition to surfing, people not only watch TV and listen to music, but also read: Nine percent read newspapers at the same time, while eleven percent read magazines.