Ofcom has released its latest Communications Market report for the UK, a wide-ranging, expansive study containing a treasure trove of interesting data. Among the various pieces of primary research trotted out in the report, Ofcom takes a look at the media multi-tasking habits of the UK population, in particular “media meshing” (TV multitasking that involves program-related activities) and “media stacking” behaviors (unrelated activities). These behaviors have been the subject of interest among researchers studying Americans’ activities, so it’s useful to take a look to see how things are in the UK.
The first point to note is that media stacking is more common than media meshing, with 49% of UK adults engaging in the former on a weekly basis, compared to 25% for the latter. That finding is consistent with US adults, who multitask more often with unrelated than related content.
So what kinds of program-related activities are UK adults doing while watching TV? Among TV viewers, the most common behaviors are:
A little further down the list, 7% said they’ve looked online for information about an ad.
Overall, 23% said their multitasking involves direct communication with friends and family, while 15% each said any social networking and any looking online for information.
As mentioned above, media stacking behavior is more common with 59% of TV viewers having ever engaged in unrelated activities while watching TV. The most common of those?
In general, media stacking is a more frequent activity than media meshing. 60% of “stackers” say they do so daily, compared to 47% of “mashers.”
The Ofcom study also provides some demographic profiles of multitaskers. While on average 53% of adults multitask on a weekly basis, some groups are more likely to do so than others:
There’s a similar profile among weekly media meshers, with females (26%) slightly more likely to do so than males (23%), the 16-24 age group (44%) far ahead of the age group (25-34; 31%) and those with children (30%) more likely than those without (22%).
The same patterns apply among weekly media stackers.
Overall, 62% of all UK adults say they’ve engaged with any type of multitasking while in front of the TV. That 62% is split into 26% who are only media stackers, 6% who are only media meshers, and 30% who do both.
About the Data: The data is based on the Ofcom omnibus survey fielded in 2013 among 4,185 UK adults.
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