Most Millennials Second-Screen During TV Commercials

But that’s not the only time they shift their attention, according to a new study by Adobe Digital Insights.

The majority of Millennials use commercial breaks on television as an opportunity to engage with other devices, according to a new study by Adobe Digital Insights (ADI).

ADI’s “Media Habits Survey” polled 1,000 U.S. consumers about their media consumption habits. The report found that viewers are paying less attention to TV advertising, instead switching to another device when they come on. Between 34% and 49% of people across all age groups consistently use another screen when commercials come on.

But that’s not the only time they shift their attention: Smartphones cropped up as the biggest second-screen disruptor for TV watching, overall, with nearly 50% of consumers who said they check their phones while watching TV.

“People are obviously distracted. Marketers are going to need that 360-degree strategy to ensure they get their messages in front of consumers,” said Taylor Schreiner, managing analyst at ADI. “They need to make their content available across all the channels and platforms their customers use, and leverage data and targeting to find their audiences.”

When it comes to how they’re watching TV, the study found that people spend, on average, 19% of their total time watching via connected TVs, 17% on smartphones, and 12% on laptops.

Additionally, the study found, moms are now in command of the TV, with more moms than dads watching TV solo (42% vs. 38%). Moms are also more likely to watch action, adventure, thriller and crime genres than romance.

“The truth of the matter is that while television-viewing habits are changing dramatically, demographics no longer define what people watch,” Schreiner said. “We’re seeing men enjoying show tunes [25%] and women watching sports at least a few times a week [33%]. We’re witnessing the rise of psychographics, and that’s a whole new ball game for some marketers.”

See the full report below, or click here to view it on SlideShare.