Interacting with a second screen while watching entertainment has been done by 96% of people, with 51% claiming to do so always or most of the time, according to new research by Edelman.
The PR firm, which surveyed 6,5000 people aged 18 to 54 in Brazil, China, India, Germany, Korea, Turkey, the UK and the US, found that 65% of viewers said they are likely to interact in real time while watching content.
An average of 60% said they also watch content while simultaneously using a personal device to buy merchandise. Some 45% in the UK said they do this, while in India the figure stood at 80%, according to the Global Entertainment Survey, which noted that “emerging markets are especially engaged.”
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