Nearly two-thirds of media-savvy U.S. consumers say they used an Internet-connected device for at least a few minutes the last time they watched TV, underscoring that TV viewers are multitasking on other screens, according to Anna Bager, VP and GM, Mobile Marketing Center of Excellence at the Interactive Advertising Bureau (IAB).
Beet.TV caught up with Bager outside the AppNation conference in Soho during Internet Week to discuss a study released today from the Interactive Advertising Bureau.
Nearly the same amount of consumers use a connected device while watching DVR content too, she adds in this video interview. The top activities include researching the show or the people in the show, Bager tells us. Smartphones are the most popular “secondary” device, with about 45% of consumers saying they use a smartphone when interacting about a TV show, with 30% citing a tablet, and 21% naming a computer as the device of choice in those situations.
The IAB is a global trade association of digital publishers.