A growing fear among television advertisers is that distracted viewers – those multitaskers using smartphones, laptops and tablets while watching TV – are becoming less susceptible to advertisers’ messages.
Or are they? Can a compelling television commercial lead corner-of-the-eye viewers to make online purchases?
Results of a new study – by researchers at Cornell, Harvard and the University of California, San Diego – should reassure the advertising industry. And findings could provide guidance for how to effectively reach multitasking viewers. (more…)
The third “Video Over Internet Consumer Survey,” found that viewers are multitasking with phones, tablets and other devices in growing numbers while watching TV. 90 percent of respondents indicated they watch video content over the Internet while watching TV.
Consumers are taking control of their entertainment experience, multitasking while watching television, integrating devices such as phones and tablets into their viewing experience, and viewing more Internet-based content, according to a survey released by Accenture’s Media & Entertainment industry group. (more…)