Monday, March 3, 2008


“Double-dippers” refers to those who enjoy surfing the web while watching TV. The term was coined by research firm Harris Interactive, as a result of a survey carried out on behalf of blinkx, a comprehensive video search engine. The survey sampled adults from the US and Great Britain, and was conducted by Harris Interactive.

Some interesting findings are:

  • 62% of double-dippers surf the web while watching television for content that is not related to what they’re watching.
  • 25% of “double-dippers” go online for information specific to the programming they are currently viewing.
  • Most commonly, double-dippers who surf the web for related content are looking for more information about what they’re watching (profiles of the actors (51%), products/services that appeared in or were advertised during the program (40%), or related upcoming events (39%)).