Study says 80 Percent of Mobile Users Multitask while Watching TV

By Karla Robinson
November 14, 2011

Digital advertising agency Razorfish recently partnered with Yahoo to conduct a study regarding consumer behavior and the simultaneous use of television and mobile devices.
“While 80 percent of mobile users multitask in front of TV, 70 percent say they multitask once a week, and 49 percent on a daily basis,” reports Lost Remote. “More than 60 percent check their phones at least ‘once or twice’ during a show with 15 percent active on their devices the entire time.”
These multi-taskers are primarily attracted to content related to reality shows, news, comedy, sports and food.
The study suggests that 38 percent believe the mobile activity enhances TV broadcasts, while an equal 38 percent find it distracting.
Lost Remote reports: “94 percent of mobile multitaskers communicate while watching TV, while 60 percent are looking up content. Of the communicators, the most popular activities in order are: texting, talking, email, social networking and IM.”
Razorfish and Yahoo also learned that most of the mobile activity takes place during commercial breaks.

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