USA: online Americans need 38 hours in a day to complete all their activities

[Marketwire] Earlier this month, Experian® Simmons(SM) released its most recent New Media Study. The Simmons New Media Study provides insight into Americans' use of various new and emerging media alongside traditional media channels. The media measured include mobile phones, social networking, instant messaging, blogging, gaming, social tagging/bookmarking, online video/audio, and dozens of other new and emerging media channels, as well as television, magazines and radio.

A sample of the consumer insights available from the New Media Study are listed below.

-- What activities do Americans do during a typical day, and how much time do they spend on each activity? The five activities that take up the most time besides sleeping (6.1 hours) are working (6.6 hours), watching television (3 hours), using the Internet on a home computer (2.4 hours), listening to the radio (1.7 hours) and reading books (1.5 hours). Additionally, there aren't enough hours in the day for online Americans to complete all of their activities. In fact, they would need at least 38 hours to fit everything in. However, since there are only 24 hours in a day, they fit everything in by multitasking.

-- Which activity are Americans most likely to multitask on? Nine out of 10 online adults watched television in the last 24 hours, and 72 percent of them multitasked by using at least one of 12 other measured media. The three other activities they perform while watching television are surfing the Web (not emailing) (27 percent), using their cellular phone (26 percent) and emailing (23 percent).

-- What is the fastest-growing new medium? Fifty-four percent of online adults visited a social networking site in the last 30 days, an increase of 270 percent from the Fall 2007 New Media Study, making it the fastest-growing new medium.

-- What are the top five reasons why Americans visit social networking sites? Eighty-three percent of online Americans visit social networking sites to keep in touch with their friends, 80 percent log on for fun, 66 percent reconnect with or find people they've lost touch with, 61 percent use social networks to keep in touch with their family, and 42 percent express themselves and their views via social networking sites.

-- For Americans with more than one cellular/mobile phone, what is the primary purpose of their cell phone? Thirteen percent of cellular/mobile phone users personally use two or more phones; among these consumers, 89 percent have at least one phone devoted primarily to personal use.

New Media Study Discovers Americans Need 38 Hours per Day to Complete Their Tasks - Experian Simmons Releases Its Latest New Media Study