Infographic: What Is Everyone Doing on Their Second Screens?

84% of U.S. adults are splitting their attention between TV and another device

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Multitasking is not limited to work—even when watching television, chances are good your attention is split between the plot and a second screen. So where should marketers try to meet these viewers, and during what kind of content?

Consumer analytics firm Engine Insights took a deep dive into how U.S. adults are using second screens in its latest Media Pulse survey. The vast majority (84%) admitted to frequently having another device in hand while watching television, with Gen Z the most likely at 94%.

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This story first appeared in the Nov. 15, 2021, issue of Adweek magazine. Click here to subscribe.