Multitasking media mongers

A new study updates us on how many forms of media a child can consumer (or produce!) in one sitting:

The study reveals that 73% of TV-online multitasking kids are engaged in "active multitasking," defined by Bethesda, Md.-based Grunwald Associates as content in one medium influencing concurrent behavior in another. This trend represents a 33% increase in active multitasking since 2002. While kids are using more media, their attention primarily and overwhelmingly is focused on their online activities.

According to the study:
• 50% of 9- to-17-year-olds visit Web sites they see on TV even as they continue to watch
• 45% of teens have sent instant messages or e-mail to others they knew were watching the same TV show
• 33% of 9- to-17-year-olds say they have participated in online polls, entered contests, played online games or other online activities that television programs have directed them to while they are watching

I must admit - I do all those things. I also go online while reading, especially the newspaper. I have to create the links even when I'm not dealing with new media.