Two Shows Nightly reports that Americans underestimate their computer use by a factor of three and underestimate overall media consumption by a factor of two.
For example, the Ball State University researchers said that their telephone survey yielded an average of 21 minutes per day using computers. When researchers shadowed the same 101 people for a day, the number increased to 64 minutes — a threefold increase.
All media were under-reported, with newspapers showing the closest relationship between reported time and actual time. Researchers also observed “media multi-tasking” — consumers may have been reading e-mail or making a phone call while watching TV, for example.
Links:
Star Press (IN) (27 Feb); AdWeek (26 Feb – subscription); Editor & Publisher (26 Feb – subscription)
