Watching TV is now multi-tasking
TV no longer gets our full attention as it is mostly used simultaneously with other screens (smartphone, laptop, tablet).
“I’m sometimes shopping, sometimes looking for recipes, sometimes typing them up, you know. Sending emails, reading, I could do anything on there. It’s not often that I just sit and watch TV and do just that.” – Lori
Mobile is key: Smartphones are the devices used the most throughout the day. They are also the most common starting point for activities that will take us to other screens. Think of that book that you checked on the go to see if they had it online, but that you ended up ordering from your laptop.
Source – The New Multi-screen World: Understanding Cross-platorm Consumer Behavior. August, 2012. Google
Genoveva Descalzo 