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Three out of four Americans use the Web and TV simultaneously, and half do so every day.

If you never surf the Web while watching TV, you are distinctly in the minority.

That’s according to a new study conducted by Nielsen on behalf of Yahoo, which found that three out of four Americans use the Web and TV simultaneously, and half do so every day.

Indeed, multitasking is no longer the domain of fantasy football-playing males; it is now commonplace among most demographics. In fact, more women (77 percent) claim to multitask than men (73 percent). The average multitasker spends over 2.5 hours per week using the Web and TV at the same time, and the total time spent multitasking has surged by 19 percent over the past year, according to Nielsen.

On behalf of Yahoo, Nielsen surveyed 3,417 individuals, including 490 folks who are part of the company’s “Convergence Panel.” For 54 percent of the convergence inclined, the Web draws more of their attention than TV while multitasking. Thirty percent of respondents claim to be able to focus on both media equally, while 16 percent said their gaze is typically more fixated on traditional tube.

Read the rest of the article @ADWEEK.

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