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TouchPoints is the first comprehensive survey of how people consume traditional and new media including mobile phones, direct marketing and the internet, according to the IPA.

Antony Young, chief executive of ZenithOptimedia, said the agency, which was a founding partner in the survey, was looking into the data it produced.

"We are pushing it through to our planners to see what it might add to our thinking," he said. "Touch Points is a good innovation in what is a relatively tough time for encouraging innovation."

Bob Wootton, director of media and advertising at Isba, said advertisers would be looking into the value of the survey and he was encouraging them to see what agencies would make of it.

"Advertisers and their agencies will be able to use this information to seriously raise their games in terms of increasing the effectiveness of their media planning."

He added: "We strongly urge advertisers to discuss the implications and opportunities with their agencies."

IPA TouchPoints was jointly funded by media owners, including AOL, BBC, Chrysalis, The Guardian, ITV, JCDecaux, News International, SMG, Tesco Media Services and Wanadoo. The media consumption of more than 5,000 individuals was surveyed by research giant Taylor Nelson Sofres, which studied how they spent their time, formed opinions and the role media played in their lives.

TNS asked the respondents to undertake a self-completion questionnaire and fill in a time-based PDA diary every half hour for a week at the end of last year.

MEDIA MIX FINDINGS

- TV remains the lead medium for the majority of adults - this is true for all age groups and is irrespective of internet access.

- The media hierarchy in hours for all adults between Monday and Friday is: 3.9 television; 1.3 radio and 0.8 internet. On Saturday and Sunday, this changes to 4.5, 1.5 and 1.0, respectively.

- While texting, 32% of 15 to 24-year-olds are also watching TV, 18% are also listening to the radio, 10% are browsing the internet and 6% are also reading.

- 70% of all 15 to 24-year-olds ignore all commercial text messages they receive.

Source: IPA TouchPoints.