According to Ovum, a U.K-based research firm, almost 40% of TV viewers are discussing TV shows on social media sites. Another finding suggests that 51% of consumers surveyed use the internet to access news while watching television, also stating that there is more multitasking social media activity while watching television than ever before.
Ovum also says consumers are multitasking on the Internet when it comes to advertising seen on TV. Some 35% say they are accessing further information related to specific TV messaging.
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