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All you people employed by the TV industry can relax. Internet use isn't overtaking television viewing - not just yet. A report published in the US technology magazine Revolution says that, in the States at least, television is by far the most used medium, followed by radio. If you consider computer use in general (not just time spent online) it scrapes into second place : which means that Americans still watch a hell of a lot of TV.

The report adds that many people use two or more media at the same time, for nearly 30 % of the day. The survey by the Ball State University Center for Media Design was compiled by observing the media consumption habits of 400 people, from first thing in the morning to late at night. It discovered that many of them sent emails while watching TV. Other mixed-media usages included surfing the Web, then pausing to send a friend an SMS about something interesting. In total, 96 % of those surveyed were comfortable using several media at the same time, without really noticing they were doing it.

One unexpected result of the survey was that 18-to-24-year olds watched TV more and used the Internet less, while the older crowd was more likely to be online than watching TV. This confirms the theory that TV ads are no longer the best way of targeting busy thirtysomethings. But the cleverest of you will have noticed that the real opportunity for advertisers is to find a way of reaching people when they are using their computers, but not online.


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