According to a survey of US business executives conducted by Mobium Creative Group, an average 83% of respondents regularly or occasionally use other media while reading a newspaper. In comparison, an average 45% use other media while working online. Mobium points to a recent BIGresearch survey on simultaneous media usage among consumers, and finds that there are some strong differences between consumers and business executives and the way they use media. For example, only 6% of consumers read magazines while they watch TV but 26% of business executives told Mobium they do the same. Furthermore, only 5% of consumers go online while they are reading a magazine whereas 16% of business executives will do the same.