Multitasking while watching TV has become the norm, but millennial viewers are taking it to the next level. MediaPost reports that a new study from Deloitte found that millennials age 19-25 engage in an average of four additional activities while they watch TV.
The activities include Web surfing, text messaging and using social media. And millennials aren’t the only ones multitasking. The study found that consumers who don’t multitask while watching TV are now a tiny minority, with more than 90% of U.S. consumers multitasking.
“Overall, 33% of all consumers typically browse the Web while watching TV. But less than 25% of all consumers’ multitasking activities are directly related to the program being watched,” the report notes.