The gist: eMarketer data reveals that “even during TV time, digital devices play [a] prominent role.”
More information: “Call it a one-two punch to advertisers and content providers. With Americans’ attention increasingly divided among an ever-expanding array of internet-connected devices, the number of people multitasking while watching television continues to rise, while cord-cutting also accelerates,” wrote eMarketer.
“This year, 182.9 million Americans will use the internet while watching TV at least once a month, according to eMarketer’s first forecast of simultaneous media usage. That translates to 80.3% of internet users,” the article reads.
That number will rise to over 90% by 2018.
Interestingly, eMarketer also found that “only 25.5% of simultaneous media users will consume related content online while watching TV.”