TV-Smartphone Combo Dominates Multiscreen Consumption

Google study looks at sequential and complementary use cases

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When consumers are watching TV, they’re most likely also checking email on their smartphones. That line’s become a fixture at industry conferences to the point of cliche, but it's true. When consumers are watching TV, 77 percent of the time they have another device in hand and 49 percent of that time it’s a smartphone. To boot, 60 percent of the time consumers are juggling multiple devices they’re using email. Those stats come from a study of 1,611 adults conducted by Google with Sterling Brands and Ipsos during the second quarter.

The TV-smartphone combo is the most popularly cited multiscreen pair, and the study only supports that notion.



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