How do you watch TV? Well, if you are like a growing contingent of Americans, you likely have a smartphone, tablet or laptop by your side as you breeze through episodes of Parenthood or The Daily Show. (The only show I routinely watch without my laptop or smartphone by my side is The Good Wife).
According to a new study out today from KPMG, 42 percent of Americans watch TV while accessing the Internet via a laptop or PC. Seventeen percent do so with a smartphone.
That means a total of 59 percent have a connected device next to them on the couch while watching TV.
“The move to digital has had a dramatic impact on how we consume music, publishing and newspapers. But we are still early in the process of a transition to digital anytime-anywhere availability across all media sectors,” said Paul Wissmann, national leader of KPMG’s U.S. Media & Telecommunications practice.
In a video accompanying the results of the study, Wissmann said that attention spans are shrinking because of the “digital multi-tasking,” which means that advertisers need to “rethink” how they price and deliver shorter ads across various channels. “Shorter and more interesting advertising will rule the day,” he said.
The study also found that 40 percent of Americans either own or intend to own a smartphone in the next 12 months, which compares to 53 percent worldwide. Meanwhile, 26 percent say they own or plan to purchase a tablet in the next 12 months.