A new report from Integrated Media Measurement Inc. (IMMI) shows that the group that women aged 30-39 are the group that spends the most time viewing the internet and television simultaneously. In second place are teenage boys aged 15-18.
Here's the breakdown:
"Considering the amount of sports-related programming that connects the Web to television, it was surprising to see the highest simultaneous usage was among adult women," said Amanda Welsh, head of research for IMMI. "Our interpretation of this is that women are more inclined to multi-task than men, particularly when in the home balancing their personal and professional lives. This is entirely consistent with studies of online television consumption previously conducted by IMMI."
Maybe, but considering teenage men were almost the same as the women, I'm not sure such generalizations are true. Plus, as those men grow older, will they carry their habits with them?
And are those teenage women texting on their phones instead of viewing the internet, while watching tv? Will that translate into mobile internet viewing while tv watching as they grow older, possibly obtaining more sophisticated phones?
What do you think about this data? Let us know in the comments section!
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