9 in 10 Americans age 14 and older claim to always or almost always multitask while watching TV, up from 81% a couple of years ago, per Deloitte’s latest Digital Democracy survey. In fact, 96% of Leading Millennials (26-31) are now regularly multitasking while watching TV, with their most common activities being browsing the web (45%) and text messaging (41%). Among the youngest crowd (14-25), 94% of whom at least almost always multitask, text messaging (53%) and using a social network (47%) are the most common activities.
Meanwhile, 1 in 5 respondents report almost always browsing for products and services online, with this behavior most common among the 26-31 bracket (30%). Source: Deloitte [PDF]