Multi-tasking a growing trend

Melbourne – Almost three quarters (74 per cent) of consumers with a broadband connection surveyed by Ovum’s Consumer Insights Analyzer, claim to surf the internet at the same time as watching TV.

The independent telecoms analyst found that 37 per cent of consumers actually indulge in this behaviour on a regular basis. The survey also revealed that overall, 51 per cent of the consumers use the internet to access further information related to the TV content they are viewing.

Meanwhile, 38 per cent said they use the internet to discuss TV programmes on social networking sites such as Facebook, giving rise to the so called ‘social TV’ phenomenon.

These figures rise to more than 50 per cent for those aged between 16 and 23. However, activity can differ from country to country. In Japan for example, social TV lags behind because social networking in general is not as strong as in other markets.