Emarketer's new report, “Simultaneous Media Use: Screen Fragmentation Complements Traditional Channels," reveals that most second screen usage during television viewing distracts rather than engages the viewer.
They write, "The takeaway is that a major portion of digital activity during TV shows has nothing to do with the show or the commercials. People simply drift away from the program and do other activities on their devices. This represents a transformation in the role of television from being a focal point to being just one of many screens competing for attention."
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