Time Warner Medialab Releases Study on Second Screen Viewing

Multi-screen viewing is a buzzy topic for marketers and in an attempt to quantify its impacts, Time Warner Medialab conducted a series of studies on this multitasking behavior.  In almost any case, owners of combinations of TVs, smartphones and computers are likely to multitask while using them, incorporating social media into their viewing experience.  Digital natives have been shown to switch platforms almost 30 times per hour, and this multitasking behavior has been shown to increase emotional engagement and favorability of the advertiser.  The full report is certainly worth a look for marketers interested in second screen viewing and its implications.