The proliferation of mobile devices has created a new breed of consumers. Known as the “second screen generation,” these consumers engage online using a companion device such as a tablet or smartphone while simultaneously watching TV to connect and interact with others.
In fact, 90 percent of all media consumption – almost 4.4 hours per person per day – takes place across four screens including smartphones, tablets, personal computers and TVs. Moreover, a Business Insider report found that 85 percent of smartphones users reported participating in second screen-linked behavior at least once month, while over 60 percent admitted to this activity on a weekly basis. More