Ever find yourself creeping Facebook while watching your favourite television show?
Turns out you're not alone.
According to the recently released Nielsen Cross-Platform Report, 84 per cent of American smartphone users report using their companion device while watching TV at least once a month, while 62 per cent find themselves multi-tasking multiple times a week. Nearly forty per cent do it daily.
"When married with TV viewing second screen activity on these devices opens more direct dialogue with the consumer," states the report. "Whether used to stay connected through social media sites, check email or engage in mobile shopping, the interaction between what happens on the TV screen and the mobile screen is creating opportunity."
In fact, tablets - booming in popularity and now owned by one fifth of U.S. TV-viewing homes - appear to be used frequently to complement what the user is viewing. Over one-third of people surveyed between the ages of 35-64 said they use their tablets to find additional information about the program they are currently watching.
Other popular simultaneous usage activities include checking sports scores, emailing and using apps.
The report makes it clear it's not just the young turning more frequently to their second screens: Those in the 55-64 age group are just as likely to use their tablets multiple times a day while watching TV as those in the 25-34 demographic.
Older tablet users are the heaviest web surfers and email checkers during commercial breaks.
So what does it all mean?
"When we now talk about this growing connected community, we really are talking of a group comprised of multiple generations, crossing ethnic and racial boundaries and breaking down socio-economic barriers," said Dounia Turrill, Nielsen cross-platform practice lead.
"With these trends pointing to continued increases in media consumption, it could be said that consumer choice is driving more than watching, it's also creating stronger bonds with audiences of all sizes and in all places."
The report found smartphones offer the most flexibility to connect and appear to be used most frequently among Asians (70 per cent), African Americans (62 per cent), and Hispanics (60 per cent).
"They are gateways to Internet connectivity for Americans who might not have daily access to a computer," states the report.
In the second quarter of 2012, Americans spent 34 hours a week watching TV, DVDs and playing video games. While much of the content was delivered via traditional methods, a growing amount is being streamed through Internet connections.
An average of five hours was spent on the computer, and tablet and smartphone use continues to rise.
