Multitasking while online is becoming the norm, though teens are more likely to do it than adults.
Some 25-30 percent of total media time is spent multitasking, which has a profound impact on the ability to absorb content, including advertising messages, according to a recent eMarketer study.
Some 103 million of the 147 million U.S. adult internet users have watched TV while online; 90 million have listened to the radio while online; and more than 50 million have read magazines. Among teen internet users, 7.3 million of the total 9.4 million have watched TV while online, and 6.9 million have listened to the radio.
"While multitasking divides consumer attention, it also opens up opportunities for advertisers," says Debra Aho Williamson, senior analyst and author of the report.
"By understanding media pairings and how media are woven into a consumer's day. Advertisers can discover what media are most engaging and when, and plan for that in their media allocations."