Media Multitaskers and Purchase Influence

IAB conducted a custom analysis of syndicated Prosper Insight data to look at consumer and media behaviors of 'Media Multitaskers,' or those who regularly go online while watching TV as compared to the general Adult 18 and over population in the U.S. Regularly is defined as "routinely, as a set pattern; occasionally means no set pattern, as mood suits."

About IAB: The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media companies, brands, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on . . .