80% of Smartphone Users Multitask in front of TV‎ – Study

Do you have the habit of using your gadget while watching TV? If yes, you are in the majority. For most of the people in the world, TV viewing is increasingly becoming a multi-screen experience. As many as 80% of people multitask on a mobile device while watching TV, finds a new study. Yahoo Mobile and Razorfish polled 2,000 U.S. adults on their mobile habits and device preferences, to help marketers better understand consumer behavior.

7 intriguing stats on consumer multitasking patterns:

  • 38% of respondents say browsing the web enhances their TV viewing experience, while another 38% say it makes them more distracted.
  • 70% of respondents multitask at least once a week; 49% do so daily.
  • 15% are on their phones for programs’ entire durations.
  • [advt]The top 5 programming genres attracting multitaskers are reality, news, comedy, sports and food.
  • 94% of reported multitaskers engage in some form of mobile communication while watching TV, such as exchanging email, sending IMs, texting, talking or social networking.
  • 60% browse the mobile web, of which 44% search for unrelated content and 38% search for related content.
  • Mobile traffic spikes during halftime shows of sporting events; Yahoo Sports saw a 305% increase during the last Super Bowl halftime show.

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