Italian Multitainment Activities, November 2013 [CHART]
What do smartphone users do with their phones while watching TV? In Italy, one in every two is visiting social networks, according to a study by comScore MobiLens that examined how TV viewers’ mobile social network habits could help advertisers amplify the effect of their ads on television.
Almost half (46.3%) of smartphone users who used their phone for any activity related to a TV program said they visited social networks. This was a higher proportion than for any other program-related action, though more than one-third said they used messaging services, and 26.3% accessed information about the program. Read the rest at eMarketer.