You probably do it now without even thinking about it, and that makes you part of the 86%. That’s the percentage of smartphone owners in the U.S. who are split-screening -- using the device while watching TV -- at least once a month, according to Nielsen.
When it comes to tablet owners, 88% of them tap their devices during TV time at least once a month. For 45% of tablet users, supplementing the TV screen is a daily activity, and one-quarter do it several times a day. Smartphone users' habits were comparable.
Why would TV watchers need a second screen?
Commercial breaks, if you actually watch live TV, make for a perfect opportunity to check email, scroll through Twitter, comment on Facebook or look up that actor’s name that’s just on the tip of your tongue. Always-on multitasking has become a way of life for many of us.
And these days, nearly every show, newscast and commercial caters to dual-screen viewing, with hashtags popping up in various corners of the TV screen, interactive elements integrated into newscasts, Shazam notices in ads for more on the music.