Written by A new study from the Interactive Advertising Bureau (IAB), finds that 63% of media-savvy consumers use a connected device while watching live TV and 66% do the same when watching recorded programming on DVRs.
There was a slightly bigger difference among respondents that use more than one device while watching TV, with 15% answering that they do so during live-TV viewing, and 23% when watching a recorded program. Other findings from the study include:
Smartphones (45% of respondents) were the multitasking device of choice when interacting online about a TV show, followed by the tablet (30%) and the computer (21%).
Multiscreen viewers are more likely to use their smartphone (37%) than tablet (16%) or computer (18%) to discuss TV commercials on social networks, blogs, forums, and/or over text/email/IM.
Overall, there are more multiscreen viewers who are watching TV but are performing activities on their devices that are not related to the TV content. However, the number of viewers that perform TV content related activies is substantial, according to the report.
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