Gone seem to be the days when the TV set was the main point of attraction in home entertainment. Today’s average home has quite a few screens that are used simultaneously and multifariously. The TV set can play the main role, become background noise, or act as a first step in a further quest for information. Who thought multitasking could be fun? Apparently, nearly a third of U.S. consumers think so as they report using their cell phones and/or computers at the same time they watch TV. While watching TV, Americans regularly admit to searching for information online, communicating via e-mail, instant messenger, and text, and even watching other video on a computer or cell phone. This simultaneous media use activity is also on the rise. Between August, 2009 and February 2010 (just 6 short months), Experian Simmons observed a 4% increase in the number of adults using a computer while watching TV and an increase of 2% in the number of adults using their cell phone while watching TV.
