Many people use another device, primarily a smartphone, while simultaneously watching TV. And for the most part, they do so during commercial breaks, according to a June 2017 study from Adobe Digital Insights.
Indeed, out of the 1,000 internet users surveyed, many were more likely to reach for another device when a commercial break came on as opposed to doing so while watching a TV program.
For example, when a commercial came on during a TV talk show, nearly half of respondents said they reached for another device. While watching the actual show, only 38% said they use another device. The pattern was similar for other types of programming as well. Read the rest at eMarketer.