“Double – dippers” survey brings hope to TV advertising

February 29th, 2008 by Dr. Taly Weiss

Filed under advertising, consumer behavior, internet behavior, mobile web, Trend Spotting Behavior, video

blinkx, reported the results of an online survey on television and online viewing habits. The survey sampled adults from the US and Great Britain, and was conducted by Harris Interactive.
The results suggest that TV and Web are viewed at the same time as more than three in four adults are doing the two-screen tango.
Introducing the concept of “Double-dippers” (those who enjoy surfing the Internet while watching television), we learn that 62% of double-dippers surf the web while watching television for content that is not related to what they’re watching.
25% of “double-dippers” go online for information specific to the programming they are currently viewing. Most commonly, double-dippers who surf the web for related content are looking for more information about what they’re watching (profiles of the actors (51%), products/services that appeared in or were advertised during the program (40%), or related upcoming events (39%)).
Harris Interactive fielded the online survey on behalf of blinkx between February 13 and February 18, 2008 among nationwide cross-sections of 2,471 adults aged 18+ in the United States and 2,228 adults aged 16+ in Great Britain.

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