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When Pepsi studied consumer behavior during the 2013 MTV Video Music Awards (which they sponsored) they discovered some interesting second-screen behaviors: Millennials ages 18-26 were more likely to immediately shift to second devices to discuss on-screen scandals, while those ages 27-34 tended to wait.

Nov 26 2013

When Pepsi studied consumer behavior during the 2013 MTV Video Music Awards (which they sponsored) they discovered some interesting second-screen behaviors: Millennials ages 18-26 were more likely to immediately shift to second devices to discuss on-screen scandals, while those ages 27-34 tended to wait. (Adweek)

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