LONDON: Rather than being distracted as one might expect, multi-screeners who shop online, check social media and browse the internet while watching TV turn out to be more observant of advertising than average.

New data from YouGov Profiles, a segmentation and media planning product developed by researcher YouGov, suggest that they are significantly more likely to notice ads at bus stops or on the subway, for example, than the general public (64% vs 50%).

That trend carries on into other media including billboards showing dynamic content like breaking news (57% vs 46%) and ads in newspapers and magazines (62% vs 51%).

Not only does the typical multi-screener notice more advertising, they are more likely to base a purchasing decision on it: 52% of this group agreed that "advertising helps me choose what I buy".

YouGov further noted that, beyond their mere receptiveness to advertising, multi-screeners are more likely to consider what other people – from peers to experts to strangers online – are saying about a particular product or service before purchasing it.

Thus, 80% of this group indicated a preference to get advice before buying new things, compared to 68% of the general public.

Some 79% valued the opinion of experts when choosing products, against an average of 65%.

And 67% always check product reviews before purchasing, rather more than the 56% of the general public who do this.

"While people who stare at multiple screens tend to get a reputation for being distracted and fickle, data shows they might possess a greater capacity to both consume and process more information than one screen can offer," said YouGov.

"For the vigilant multi-screener, then, what might come across as too much discordant noise for the typical consumer is actually a harmony of sensible sound."

Data sourced from YouGov; additional content by Warc staff