SOURCE: BIGresearch

June 14, 2005 10:55 ET

Consumer Multitasking Is Putting More Pressure on Marketers in Search of Greater Advertising ROI

Consumer Patterns of Media Consumption Has Made Traditional Planning Models Obsolete According to BIGresearch's Latest Survey

COLUMBUS, OH -- (MARKET WIRE) -- June 14, 2005 -- Time was, about a year or two ago, when advertisers' biggest obstacle to increase ROI was consumers' simultaneous consumption of media. The latest Simultaneous Media Survey (SIMM VI) of 14,000 consumers from BIGresearch details a new hurdle for advertisers -- multitasking, the engagement in other non-media activities while consuming media and the numbers are large.

"The complexities of everyday life seem to be increasing and as a result consumers are multitasking as a way of coping," said Joe Pilotta, VP of Research, BIGresearch.

The 25-34 year olds are most likely to engage in multi-tasking when using electronic media (TV, Radio, Internet) with almost 70% saying they do so regularly or occasionally. The 55+ age group multitasks the least but like the 25-34 year olds are most likely to do so when using electronic media, 60% say they multitask regularly or occasionally using TV.

Overall the percent of people 18+ who say they multitask while using various media's are:

Online          69.3%
Newspaper       40.9%
Magazine        40.2%
Radio           69.0%
TV              68.1%
Mail            49.5%
"It's apparent that multitasking and simultaneous media consumption creates competition for the same time and space [sic] attention. Media may be relegated to the background when consumers multitask e.g. talking on the phone. When they simultaneously consume media, one of the media can morph into the background and back to the foreground intermittently. That is why understanding which media have the greatest influence on purchasing various merchandise categories becomes a key determinant for marketing ROI in today's complex media environment," said Pilotta.

BIGresearch's Joe Pilotta and Don Schultz of Northwestern University's Medill School, who collaborates on the SIMM, will be presenting additional findings on simultaneous media consumption plus a new media consumption model populated with SIMM data at the ARF/ESOMAR Worldwide Audience Measurement Conference, June 22 in Montreal.

To comment on this release visit the BIGresearch blog:

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 10,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of 1 percent. Complimentary findings are available at

Contact Information

  • Contact:
    Phil Rist
    (614) 846-0146