The folks at Ipsos Reid have confirmed what all parents of teenagers already know - when you are online, you are probably watching TV and listening to the radio also.
In fact, 44% of Canadians (and presumably, a similar number of multi-tasking Americans) say they are consuming other traditional forms of media while scouring the latest that the Internet has to offer. Further, a lot of folks don't bother with traditional media at all, especially quick-to-be-out-of-date categories such as magazine (40% don't bother with them).
Multi-tasking is only part of this story - the other part is that media with interactive & real-time characteristics is where the audience is. The more one-way and out-of-date the message, the less an entire generation of consumers is interested.
Recently, a lot of bleeding-edge folks have been getting their news from emerging micro-blogging sites, such as Twitter. Over here at com.motion we follow one particular Twitter-er who seems to beat CNN regularly. Hold on to your hats, folks, media is changing.
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