The study shows that 22 per cent of Europeans use the web and watch TV at the same time and more than half of these consumers make use of social networking and instant messaging services on the internet.
Furthermore, those using several media platforms at the same time are also more likely to buy a product from an ecommerce site than those who use one channel at any one time, the EIAA states.
Consumers multi-tasking in this way tend to be under the age of 35 and users of the mobile web, the study additionally indicates.
"It has never been easier for consumers to access the internet on the move and, so, mesh their media," comments Alison Fennah, executive director of the EIAA.
She adds: "Brands need to better understand how media can work most effectively together and reflect this in their marketing strategies."
Research conducted by the EIAA earlier this year found that seven in ten European advertisers are spending more on online marketing in 2009 compared with last year, taking money away from traditional media budgets in the process.
Survey respondents also indicated that they intend to continue to increase web spending throughout 2010 and 2011.
http://www.iabuk.net/en/1/europeanmediauseconverging120609.mxs
