... devoted to simultaneous consumption of another digital screen while watching TV.
In comparison, the number of people who use one screen only to stop and shift to another was 68%, equating to 213 minutes of their total daily screen usage.
The biggest multi-screen marketing opportunities, therefore, are reaching people at points in the day when they switch from one device to another, which, the study claims, could boost synergistic multiscreen campaigns.
This is due to the potency of so-called “meshing”, whereby TV and a digital screen are used to consume related content.
According to Millward Brown, consumers spend around 7% of their daily screen time accessing related content from mobile devices, while almost a quarter (24%) of screen time is used to conduct unrelated media tasks while watching TV.
Comments Duncan Southgate, global brand director of digital at Millward Brown: “Second-screen synching isn’t just about media efficiency and hitting consumers with multiple messages, it’s also a new story-telling opportunity that allows brands to add extra value for people who have just watched their TV spot.”
Read the original unabridged TheDrum.com article.