Editor’s note: Kristen Miles is director of insights at Branded Research, San Diego, Calif. This is an edited version of a post that originally appeared under the title, “4 in 10 research participants say they watch TV while taking surveys.”

Continuing with our exploration into panelist experience, we examined what our users tend to do while taking surveys. Are they multitasking and engaging in other activities? Or are they completely focused while participating in research? And how do different types of research participants behave differently?

To learn more, we conducted a poll and asked our users what they are typically doing when taking surveys with Branded. The poll was conducted on January 25, 2019 and 12,983 users responded. 

Overall, our research found that 4 in 10 users do not tend to engage in any other activities when taking surveys. About 41 percent of our users told us they typically watch television when taking surveys. Roughly 7 percent of users visit other Web sites or apps; 5 percent are working; 4 percent are on the go; 3 percent are cooking or eating; and 2 percent are talking with friends, family or roommates while taking surveys.  

Older users are less likely than younger users to engage in other activities while taking surveys. About 68 percent of the Silent Generation (age 71+)  and 52 percent of Baby Boomers (age 52-70) told us they do not engage in other activities while taking surveys. In contrast, only 37 percent of Gen X (age 40-51) and 27 percent of Millennials (age 23-39) do not engage in any other activities while taking surveys. 

Roughly 42 percent of Millennials watch television while taking surveys; 10 percent visit other Web sites or apps; and 8 percent take surveys while at work. About 44 percent of Gen X users watch while taking surveys; 6 percent visit other Web sites or apps; and 5 percent are at work. 

Our research also found that men are sli...