Multitainment In The UK, August 2013 [CHART]

Ofcom has released its latest Communications Market report for the UK, a wide-ranging, expansive study containing a treasure trove of interesting data. Among the various pieces of primary research trotted out in the report, Ofcom takes a look at the media multi-tasking habits of the UK population, in particular “media meshing” (TV multitasking that involves program-related activities) and “media stacking” behaviors (unrelated activities).

These behaviors have been the subject of interest among researchers studying Americans’ activities, so it’s useful to take a look to see how things are in the UK.

The first point to note is that media stacking is more common than media meshing, with 49% of UK adults engaging in the former on a weekly basis, compared to 25% for the latter. That finding is consistent with US adults, who multitask more often with unrelated than related content. Read the rest at MarketingCharts.