Source: IAB / Prosper Insights & Analytics [pdf]
Notes: Some 43% of US adults regularly go online while watching TV, and these “media multitaskers” tend to be young and female, per the report. African-Americans also over-index in this behavior; they comprise 22% of media multitaskers, versus 18% of the adult survey sample.
Related: Media Multitaskers More Likely to Watch, Respond to TV Ads (more…)