TV Watchers Use Digital Devices to Multitask Online

Smartphones are the preferred device for viewers discussing television ads

eMarketer June 7, 2012 - A May 2012 report authored by the IAB and Ipsos MediaCT, which drew on data from three surveys of U.S. consumers, found that internet-enabled devices were not displacing other media-related activities, but adding to them. According to the Ipsos MediaCT LMX survey, the average amount of time that respondents spent engaging with media each day climbed to 9.6 hours in 2011, from 9 hours in 2009. Time spent online or on a computer jumped to 3.1 hours from 2.5 hours over the same period. But the amount of time respondents spent watching TV held steady, at 3.4 hours.