Some 51% of TV viewers multitask every time or almost every time they watch TV, up from 36% last year, reports TiVo in its second annual study of multitasking and social TV. Even so, viewers are keeping the TV screen the center of their attention: an estimated 47% of their TV time is spent with their primary focus on the TV show even while multitasking, up from 39% last year.Interestingly, the estimated amount of TV time spent multitasking with the focus on something else has remained flat at 26%. Instead, there has been a drop in the estimated amount of TV time spent only watching TV (without multitasking), from 35% to 27%. In other words, while more time is being spent multitasking, all of that time is being spent with the TV as the primary focus.
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While that may be the case, TV isn’t extending its reach to viewers’ multitasking activities. Just 5% of respondents – who were required to watch at least 7 hours of TV per week on any device – reported engaging in TV-related multitasking every time or almost every time they watch TV. That compares with 50% who never or almost never engage in TV-related activities. Instead, the most common activities include browsing the internet (74%), reading or sending email (73%) and text messaging (71%). Read the rest at MarketingCharts.