Consumers Stick to One Medium at Home

Reports of multitasking many be exaggerated. According to Mediamark Research & Intelligence data, more than half of people's time spent consuming media at home is often done exclusively with one medium. Among all adults, 55 percent of their at-home newspaper reading occurs without involvement with other media. With magazine reading, 53.6 percent is exclusive. For the Internet, the figure is 53.8 percent, and for TV and radio, the percentages are 49.4 and 28.3, respectively. When multitasking occurs, it's most likely to be a combination of TV and another medium. Nineteen percent of at-home magazine reading is done while watching the tube, for example. With Internet use, it's 17.4 percent, while with newspaper reading, it's 15.3 percent.