Study: Kids Multitask While Watching TV
Kids are no longer glued to the TV. At least not according to a study released today by Grunwald Associates, which found that 64 percent of kids go online while watching television — and nearly half of them do so “frequently,” from three times a week to several times a day.
Grunwald’s study also revealed that 73 percent of these kids are not only multitasking, but actively so, whereby the content in one medium is concurrently influencing their behavior in another, such as casting a vote in an online poll after being prompted to by a TV show.
From the press release:
50 percent of 9-to-17-year-olds visit web sites they see on TV even as they continue to watch; 45 percent of teens have sent instant messages or e-mail to others they knew were watching the same TV show One-third (33 percent) of 9-to-17-year-olds say they have participated in online polls, entered contests, played online games or other online activities that television programs have directed them to while they are watching.
It should be noted that Microsoft, MySpace and Verizon, who definitely have an interest in keeping kids multitasking, underwrote the study.
What’s interesting is the generational shift this represents. It wasn’t too long ago that parents warned of kids becoming “couch potatoes.” Far from becoming lifeless lumps that sit hypnotized, turns out kids are actively socializing, researching and participating in the media they consume.
It also reinforces that media companies should be taking a 360-degree approach to their media properties. Instead of just creating web sites and polls, TV programming could feature IM messages or emails from characters to allow more participation from viewers. Or they could integrate Google searches to help kids gain some knowledge while they are watching a show.
Look for more evidence of this trend as the line between TV and PC continues to blur.
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[...] michaelb wrote an interesting post today onHere’s a quick excerpt Kids are no longer glued to the TV. At least not according to a study released today by Grunwald Associates, which found that 64 percent of kids go online while watching television — and nearly half of them do so “frequently,” from three times a week to several times a day. Grunwald’s study also revealed that 73 percent of these kids are not only multitasking, but actively so, whereby the content in one medium is concurrently influencing their behavior in another, such as casting a vote in an online poll after being prompted to by a TV show. From the press release: [...]
Study: Kids Multitask While Watching TV on March 10th, 2008 at 7:46 am - Permalink
Any chance you could add an update to this article as it seems like Firebrand is no longer with us?
Josh Morgan on March 10th, 2008 at 9:31 am - Permalink
My 6 year old plays video games on sites like NickJR .Noggin and Carttoon Network on the TV from the Couch (we have our laptop hooked up to the TV ) and then will switch to the same channels to watch the shows .
The 10 year old prefers the Wii for internet browsing but the Wii Internet channel doesnt do Flash 9 for games .
I suspect if the Wii did Flash 9 the 6 year old would use that also .
Matt on March 10th, 2008 at 9:45 am - Permalink
Hi Josh,
I think you meant to post your comment on the Firebrand story. I’ve updated that earlier post per your recommendation. Thanks!
Chris Albrecht on March 10th, 2008 at 10:03 am - Permalink
[...] 10, 2008 · No Comments I just read this post on NewTeeVee and it inspired me to finally start blogging about what we’re doing here at syncrave. I just [...]
Kids multi-task more than we thought « syncrave on March 10th, 2008 at 2:16 pm - Permalink
In the mid-1980’s, multi-tasking was also observed as usual practice with adults.
rich on March 10th, 2008 at 3:41 pm - Permalink
[...] Study: Kids Multitask While Watching TV « NewTeeVee This is something new? (tags: television tv online usage stats trends) Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages. [...]
iJump.co.nz » Helpful Links » links for 2008-03-12 on March 11th, 2008 at 9:22 pm - Permalink