Daisy Whitney

About 48% of prime-time TV viewers are double-timing the tube with other screens, whether using social media, checking email or shopping online, according to a study of 55,000 Internet users worldwide conducted by global research firm TNS.

This growing habit of “screen stacking” dovetails with the proliferation of devices and online video viewing. Insights like this are vital for marketers, as they shed light on emerging behavior that brands should consider when aiming to reach the distracted viewer.