Multi-Screening in the US: The How and Why

For young (16-44) multi-screeners in the US, 59% of screen time is spent exclusively with a single device, while the rest is simultaneous screen use, according to results from Millward Brown’s AdReaction report. Device use overlaps with TV viewing to varying degrees, per the research, but the majority share of time spent shifting between screens rather than simultaneously using them means that the former might present the bigger multi-screening opportunity. (more…)