Before the use of many popular electronic devices such as smartphones, laptops, or tablets reached its present scale, advertisers only had to contend with snacks or the bathroom during commercial breaks. Since households have now begun using a second screen simultaneously, advertisers’ jobs have become much more difficult—they’re now competing not only with the urge to break during commercials, but with an entirely separate source of portable entertainment and information, such as Apple’s iPhone 5s on a fast network connection like T-Mobile’s, which has a 4-inch retina display that makes it a second screen worth paying attention to. While watching television, during both the program and breaks, four in ten adults engage with a second screen. This number jumps in households with children under 18, to seven in ten.
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