TV-INTERNET MULTITASKERS INCREASING

The number of people watching TV and accessing the Internet simultaneously grew only 2.7 percent during 2009 to 134.06 million, but those people increased their simultaneous TV/Internet use 34.5 percent, according to the annual Nielsen report on media multitasking (“Three Screen Report”) published today (Monday). The report indicated that 59 percent of TV viewers use the Internet at least once a month while also watching TV. In a statement, Nielsen’s media product leader Matt O’Grady said: “The initial fear was that Internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different.”