Americans are addicted to multitasking--even during downtime.
A new report by Deloitte reveals that 81% of Americans are fuddling with something else while watching a home TV. And... that number is even greater with 24-29-year-olds--rising to a high of 88%.
The report shows how TV is ever becoming part of a multi-screen experience in the US. Many of these distractions from traditional TV are common Internet or mobile activities, such as blogging, email, social networking or texting.
Although some part of this phenomenon is bad for the television industry, this distinctly new behavior shows a broad and emerging trend that is an opportunity for marketers. For example, many users are logged-in with their mobile devices to discuss programs within social networks as they are watched on TV. The US falls short of other countries (especially developing countries) such as China and Turkey in this practice of commenting in real time on social networks about TV programs.