34% of internet users surf the Web during TV commercial breaks

More and more users have become multitasking, ie two simultaneous consuming media, particularly television and the Internet and to avoid TV commercials no longer need to zap, but enough for them to surf the net. The research, conducted at the request of Microsoft, shows that the target of 16-24 deepens this habit.

39% of users change channels during commercial breaks, while 34% use the internet along these intermediates, according to a study conducted at the request of meshing Media Microsoft Advertising from 1050 adults from seven European countries ( United Kingdom, France, Germany, Spain, Italy, Denmark and Belgium.
This paper highlights two of every three Internet users surf the web while watching TV at least once a week and 40% do so most of the day or night.

As for the distinction by sex and age, the study asserts that there is no significant gender bias in the simultaneous use of these means and that users aged between 16 and 24 years show a greater propensity to consume internet TV at the same time. Another highlight of the report is that the day of the week is a differentiating factor in the simultaneous use of media. On weekends this use throughout the day (from 10:00 to 17:30) is almost twice that week: 47% versus 23%.

The dominant activity during the simultaneous use of media, as in the regular use of internet is the e-mail query, followed by surfing the web, social networks and instant messaging. At this point it found gender differences: while browsing the net contents looking men while women focus on communication in its various forms.

For multitasking roles of advertising in television and internet are complementary: both serve a similar function in providing consumers information about products and brands as well as providing information on products they already know. In regard to stimulate interest, proof of product, and persuasion, the force that has traditionally been advertising on television is still substantial, but Internet advertising also obtained good results in the study.

Another preconceived idea is the widespread perception that Internet is not just a channel response and the great fans of the brand perception are the TV spots, print and outdoor. However, when asked to multitask on this topic, 51% choose the network as the most effective time to make known brands or products.