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More Americans Multitasking While Watching TV

The proliferation of media-able devices in our households (PCs, smartphones, tablets) is leading to a division of our attention when it comes to traditional television viewing and programming.

According to Accenture’s third annual “Video Over Internet Consumer Survey,” 90% of consumers watch at least some video content over the Internet. Not only are they watching more content over the Internet, but when it comes to watching traditional television, attention is increasingly more divided. According to the results, 77% of respondents said they use their computer or laptop while watching TV -- up 16% from last year.

“It’s impressive how much multitasking is increasing,” Francesco Venturini, broadcast lead for Accenture’s media and entertainment group, tells Marketing Daily. “Many people [who are] in front of TV are doing something else. Their expectations from traditional linear TV [programming and content] are decreasing.”

At the same time, the tablet is becoming the go-to device for multitasking while watching television. According to the survey, 44% of consumers used their tablets for multitasking (up from 33% last year). Significantly, 14% of consumers used their tablets to search for content and engage in social media directly related to the television program they were watching.

Source: Marketing Daily