Brits go online while watching TV. Duh.

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I don’t know about you but if I ever watch TV I really just can’t sit there without having a laptop open. It would just be so boring otherwise. I love reading plots for films on Wikipedia instead of having to sit through the whole thing. Yes, I’m odd like that.

So I am not surprised that the image of passive TV viewer is fading fast, with much of the population going online while watching TV, according to research by AIM-listed video search engine Blinkx. Harris Interactive fielded the online survey on behalf of blinkx among a nationwide cross-sections of over 2,000 adults in Great Britain.

The research showed that nearly 70 percent of online British adults who watch television go online while doing so, with 21 percent of 16-24 year olds always using the Internet while watching TV. And more adults who surf the web for content related to what they’re watching on TV are at the same time searching for products which appeared in the show (30 percent) than for the products which were advertised between the shows (27 percent).

And guess what. People are watching film, TV shows and sporting events online, with 19 percent of all online adults typically watching such content online. Who knew.

News (27 percent) and comedy (22 percent) lead the way for the types of video and television content being watched online

We are also multitasking to the max. Nearly 70 percent of online British adults who watch TV go online when watching television at some point, with 21 percent of 16-24 year olds always going online while watching TV.

  • Johnti

    I always like to do some surfing while the footy is on, fills the boring parts in nicely. When the commentator raises his voice I know Its time to look back at the TV.

  • Martin Owen

    Last night I watched the BBC4 documentaries on Brazilian Music broadcast in December via Sky+. I had my lap top open. BBC had kindly published playlists on a website and with itunes and emusic open I was able to source bits and pieces that deserved following up. (I had chosen to put my Oyster card on auto-top-up and had 5 itunes as an inducement). I paid for content.It was great convergence with each medium providing its own strengths- mainly because “form followed function” rather than trying to squeeze all these functions into one platform. (ps I am 58)

    There are huge marketing opportunities in this.

  • Mike Butcher

    Martin – You are a living, breathing case study. Thanks for the input :-)

  • http://babblingvc.typepad.com/pjozefak/ Paul J.

    Wait Mike, watching movies on TV and not being on Ruined Endings and ImdB is wrong? ;)

  • http://www.thoughtsintime.com Sean Glass

    Mike,
    Saw an internet research report recently that showed volume of “users” for CBS TV, Mobile, and CBSsportsline.com over time during the NFL season in the US. It was really interesting as each Sunday during the NFL season (this was US focused data), the traffic to all 3 soared, showing that they are extremely complimentary channels and that people are 1) watching the game 2) checkings stats / fantasy / games online 3) getting updates on other games / action via mobile

    all at the same time…

    Sean

  • http://www.localdatacompany.com Scott

    Thinking about it, last night I had Sky on showing the, rather dull, France vs. England game. At the same time I was using a QPR messageboard whilst downloading some music and a film on my PC (for macs are for girls). Oh and having a bit of a text conversation with a mate. Whilst drinking a beer.

    And they say men can’t multi-task :)

  • http://www.fukeo.com adult video search

    This is what ‘should’ have TV quaking in its boots – and the Ad agencies – but as long as Marketing Directors need a bit of ‘glamerous’ TV advertising they’ll keep spending…

  • http://www.bluhalo.com Oliver Budworth

    It’s called media stacking

    • http://jinibot.com iPhone Consultants

      Business professionals are used to do it, time is always gold for them. Young people are online all the time, they are the most active viewers than the old, we Filipinos are the most addictive users, as the texting capital of the world, we are more than active in terms of internet usage

      http://jinibot.com/portfolio/

    • http://jinibot.com iPhone Consultants

      Business professionals are used to do it, time is always gold for them. Young people are online all the time, they are the most active viewers than the old, we Filipinos are the most addictive users, as the texting capital of the world, we are more than active in terms of internet usage

      http://jinibot.com/portfolio/

  • http://www.inkatechnology.co.uk SEO

    i can’t sit having a laptop open when i watch TV. it’s good looking at screen when you listen a shocking news and it gives a short break too.

  • http://www.mobilecubix.com iPhone Application

    I sit having a notepad open when i watch all time favorite program on TV.its looking good man but it has some dangerous effect.suppose when you listen some dangerous new or suddenly you lose your balance so what happen with your laptop…”Just Crap”

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