... 39% of the time.
That's a rate which pales into insignificance compared with the attention commanded by laptops (70%), tablets (76%) and smartphones (77%).
Over a two-month period, Nielsen and YuMe conducted in-lab observations on two hundred consumers in Las Vegas. The latter were asked to engage, as they would at home, with any of the devices (TV, smartphone, tablet and laptop) for twenty minutes, and their actions were recorded.
Nielsen and YuMe concluded their experiment with fifty hours of video footage, which they claim, was then analysed “second-by-second” to measure consumer attentiveness.
According to the study, tablets and smartphones were both passively "on" at all times, sending users notifications and vibrations as alerts that something new was happening.
This passive "on" mode - compared to televisions and laptops, which are of little to no use when off - may partially explain why the TVs and laptop screens were turned on for significantly more time.
The television was on more than half the time (53%) during the experiment - tops among all screens - while laptops (48%) were second, followed by tablets (38%) and smartphones (17%).
Paul Neto, director of research at YuMe, acknowledged that the smartphone sample size was low, and that smartphones are likely more similar to tablets.
Speaking to MediaDailyNews, Neto said: “Ad load was not controlled during the experience, thus they would occur as they naturally do on the devices being used. Ad attention is [defined as] when an ad occurs while the survey participants were paying attention to the device, defined as "in attention view".
For example, respondents were paying attention to the television 39% of the time it was on, and during that time, 30% of total ads were seen on average. Thus, 70% of ads were missed as the respondents attention was elsewhere.”
Read the original unabridged MediaPost.com article.