The data comes from YouGov Profiles, YouGov’s segmentation and media planning product.  It reveals that multi-screeners – a group who are roughly two-thirds female and 50% fall between the ages of 18-34 – are significantly more likely to notice ads on public transportation than the general public ( 64% compared wih 50%). 

They're also more likely to notice ads in newspapers and magazines ( 62% vs. 51%) and on billboards showing dynamic content ( 57% vs 46%). 

Multi-screeners also appear more receptive to the opinions of others, whether that’s experts, online strangers or peers. 

'[...]while people who stare at multiple screens tend to get a reputation for being distracted and fickle, data shows they might possess a greater capacity to both consume and process more information than one screen can offer,’ the blog posts outlining the results said.

'For the vigilant multi-screener, then, what might come across as too much discordant noise for the typical consumer is actually a harmony of sensible sound.'