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(EMAILWIRE.COM, February 11, 2013 ) San Francisco, CA -- For a large number of United States consumers, one screen is simply not enough for their viewing pleasure.
A new study from KPMG has unearthed that 60% of American television viewers are devoted to the use of multiple screens at one time. The most common of which is TV and internet use simultaneously.
"We continue to see that multitasking is getting bigger and bigger," said Paul Wissmann, leader of KPMG's U.S. Media & Telecommunications practice. "It's getting to older generations as well, as there are more and more options in front of them."
That fact has wide-reaching implications for the network programmers and advertisers who are looking for new ways to draw in viewers eyeballs, which are evermore becoming harder to pin down, says Wissman.
Even with the multiple devices vying for consumer attention, the survey revealed that many people prefer to watch their shows or movies on their TV, rather than switching it over to a computer, while just 14% prefer to watch on a smartphone or tablet device.
"What this may portend is that while we keep putting our eyes on anywhere, anytime [access on portable screens], it may be that we want the flexibility of the Internet on our television set," Wissmann said.
"If you look at people still wanting to see things on a television -- and the fact that now, we're providing them with the flexibility that they get from their computer and mobile device on the TV -- that's a pretty interesting potential future we have out there," Wissmann said.
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Source: EmailWire.com
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