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IAB: Screens to the Nth
Presentations / Media-Content-Technology
Developed in partnership with Ipsos MediaCT/IAB, this report leverages a combination of sources including HearWatchSay, an online research community of 5000 media-savvy individuals. The study explores different types of simultaneous viewing and the key drivers of those behaviors, showing that multitasking is a popular activity while consumers are watching live TV, with 63% of respondents reporting that they used a connected device for at least a few minutes the last time they watched live TV.
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