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MULTI-TASKING: PARALLEL USAGE AND FAST The Audience Is Always Right

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MULTI-TASKING: PARALLEL USAGE AND FAST
SWITCHING BETWEEN MEDIA BECOMES THE NORM.

Frequency of using other media while watching TV (UK)


Use other media with TV


80%
Use mobile phone




60%
Talk on landline /
home phone

Go on the internet
40%
Listen to music on CD /
MP3 player / computer
Listen to a radio station
20%

Play computer games
on a games console

16-19 20-24 25-34 35-44 45-54 55-64 65-74 75+

Source: Ofcom Research 2008

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