Multiscreen Users Avoid Ads

People who use personal devices such as tablets and smartphones at the same time as watching TV are ignoring TV commercials almost completely, according to new research published by Strategy Analytics. The report, "Multi-Screen User Behaviors in the Home," notes that multiscreen users shift their focus between devices according to the type of TV content being viewed. For example, high impact scenes on the TV screen can divert user attention away from personal devices, while TV advertising diverts attention toward them.