by: Ilya Vedrashko
During commercial breaks,
- 41.2% of viewers channel-surf
- 33.5% talk with others in the room or by phone
- 30.2% mentally tune out
- 5.5% regularly fully attend to commercials
In other news, this winter fewer people eat (68.8%) and more people do laundry (58%) while consuming media (70% and 57.4% in July 2007, respectively). This and other amusing tidbits in the new BIGresearch's research of simultaneous media consumption SIMM 11.