Multitasking affects ability to absorb ads

Consumers often multitask while they are online, a new study reports.

According to figures released by eMarketer, around 66 per cent of American adult internet users claim to watch television while they are on the internet.

Author of the report Debra Williamson said: "While multitasking divides consumer attention, it also opens up opportunities for advertisers."

She added that by understanding how consumers use different forms of the media at the same time "advertisers can discover what media are most engaging and when, and [can] plan for that in their media allocations".

Ms Williamson also reported that multitasking can have a major impact on the way consumers remember online advertising content.

Around 90 million consumers were reported to listen to the radio while online, while 50 million people said they also read magazines while browsing the internet.

The study also claimed that around 25-30 per cent of consumers' total media time is spent multitasking.

A report by the European Commission claims that revenue generated from online content is set to increase by 400 per cent to £5.4 billion by 2010.

Back 02.02.2007.