Second screen behavior is only becoming more prevalent. Internet users are increasingly turning to additional devices while watching TV programming and commercials, leading “simultaneous usage” to grow to 85% this year from 80% in 2015. According to eMarketer, that’s 182.9 million Americans who are browsing the internet while watching TV at least once a month. Device ownership is also on the rise: smartphone ownership is expected to increase by 11% over the next few years, and tablet ownership by 4%. If the trend continues, more than nine out of ten internet users will be multi-tasking with their devices by 2018. (MediaPost)
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