81%
What is it? The number of person multitasking while watching a program on traditional linear TV.
What does Realytics think about it: Multitasking while watching TV is still a very common phenomenon. But it is even more common during traditional linear TV viewing (81%) than when watching digital video (72%). Do we tend to pay more attention to digital video than to linear TV? Looks like it.
Source: The Changing TV Experience: 2017 - iab + maru/matchbox
