Most Americans Surf Online while Watching TV

by Samantha Braverman, Sr. Project Researcher, Harris Interactive

New York,  June 15, 2011 - The invention of the DVR system presented a hurdle for television advertisers, as they worried their valued audience would fast-forward through their messages. While those concerns may have merit, a recent Adweek/Harris Poll shows that regardless of the ability to use a DVR system, Americans may not be giving their undivided attention to their TV screens. According to the recent survey, while watching TV most Americans also surf the Internet (56%) and many do other activities like read a book, magazine or newspaper (44%), go on a social networking site (40%) or text on their mobile phone (37%). These are some of the findings of a recent Adweek/Harris Poll survey of 2,309 U.S. adults surveyed online between May 24 and 26, 2011 by Harris Interactive.