Smartphones over take TV.
A recent report from Millward Brown analyzed screen activity from a number of angles and found that people spend more time on their smartphones than they do on TV. People who took part in the study reported that their combined smartphone and tablet activity exceeded TV time by over an hour per day.
The study also found that people are highly inclined to multitask while using screens. US study subjects who began a task on a TV were 35% likely to use their smartphones and 21% likely to use their laptops to finish the task. Users who began a task on their PC were 19% likely to finish the task on their smartphone.
Although people are moving towards adoption of alternate screens, television remained the preferred method of viewing advertisements. 33% of viewers said television ads were favorable to watch while only 17% of viewers said that PC and mobile mediums were favorable platforms for watching ads.
Source:
Millward Brown AdReaction 2014
