Our TV, Internet usage about equal as multitasking continues to rise

CALGARY – Canadians are getting increasingly likely to be using their laptops or mobile devices to access the Internet while they watch television, says a new study released today by Ipsos Reid. The study says that 44% of Canadians are now multi-tasking while the TV or radio is on in the background. “(T)his is a very interesting finding in itself, particularly from an advertiser’s perspective,” said Mark Laver, the study’s author, in a release. “With such a high degree of multi-tasking occurring, how can an advertiser (online or offline) be sure their message is getting through? Keeping this in mind,...