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Media Multi-Taskers: More Engaged & Entertained Online November 24, 2009

Posted by David W. King in Uncategorized.
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Research announced from the European Interactive Advertising Association (EIAA) reveals a marked increase in the number of people choosing to consume different media simultaneously, heralding the emergence of the engaged ‘Media Multi-Tasker’ and highlighting how consumers are entering a new phase of communications and commerce online.

Key findings:
* Europeans that use TV and internet simultaneously represent a rapidly growing group of ‘media multi-taskers’ as media convergence moves mainstream
* Digital youth are the heaviest media multi-taskers while Silver Surfers are also increasingly multi-tasking their media
* Media multi-taskers are more likely to change their mind about a brand and make more purchases following web research compared to non multi-taskers
* The need for marketers to manage and build their brand reputation online is growing rapidly with the emergence of the ‘Word of Web’ as the internet continues to empower consumers