Media strategies for multiscreen viewing

This article introduces a series of articles on media strategies for multiscreen viewing. Read more.

The TV screen in the living room is still the focus for home entertainment, the place where households gather to socialise, view TV shows, movies, and comment on them. But in this multitasking world, it is also true that other screens, mobiles, tablets, laptops, simultaneously distract and compete for our attention.

These numbers from recent surveys give some appreciation of how multiscreening behaviour is now fused into our daily lives. The IPA's latest TouchPoints survey revealed that 92% of all UK adults consume two or more different types of media in the same half hour; 25% consume more than three. The favoured screen is of course the smartphone with penetration in many developed markets now above 90%, according to Zenith, with mobile devices accounting for 73% of internet browsing and 59% of internet advertising expenditure.