TV Multitasking Trending Towards Related Activities

Much has been made of the tendency of TV viewers to multitask – particularly those with a smartphone or tablet in hand (although multitasking doesn’t always involve one of those devices). While some have seen this trend as potentially beneficial to the industry, others worry that it distracts viewers from programs and ads. Either way, the preponderance of research indicates that multi-screening behavior most often involves activities unrelated to the content being seen on TV. Recent data from the Multimedia Research Group (MRG), though, suggests that dual-screeners are starting to engage more in TV-related activities. (more…)