The Media Center at the American Press Institute announced the release of a study that finds television is still the dominant medium for viewers who are engaged in simultaneous media viewing.
The study also found that 40.8 percent of the viewers prefer cable television to the 37.5 percent who favor traditional broadcast networks.
Consumers multi-task in a variety of ways, particularly while viewing television: intermittent reading of mail is favored by 79.3 percent of consumers, reading the paper is favored by 64.5 percent of consumers, regularly reading mail is favored by 64.2 percent, using the Internet is favored by 62.9 percent, and reading a magazine is favored by 59.2 percent of consumers.
While television remains the preferred medium, according to the study, there are more influential sources of media in terms of retail purchasing. Interactive referral is most influential in electronic online purchasing, while in-store promotions are most influential when it comes to apparel purchasing. As multiple technological sources become accessible, consumers frequent them simultaneously for consumption options and brand awareness.
Other findings include how consumers are using new media options. Intermittent use of cell phones has significantly increased from 68.7 percent
six months ago to 79.2 percent of consumers today. Other new media options (blogs and picture phones) is used predominantly by 18-44 year-old consumers.
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