The study of over 55,000 internet users worldwide found that 48% of people watching TV in the evening reported simultaneously engaging in other digital activities such as using social media, checking emails or shopping online. This screenstacking activity has apparently been amplified in recent weeks by the FIFA World Cup, with viewers accessing the event via multiple devices at home and engaging in social media conversations: the recent semi-final between Germany and Brazil was reportedly the most discussed sporting event ever, generating 35.6m tweets.

“In a world where multi-tasking is the norm, the context in which we watch TV is rapidly changing – it isn’t just on the sofa at home with no other digital distractions around us,” said Matthew Froggatt, chief development officer at TNS. “Instead, the growth in screen-stacking and online TV viewing is huge, particularly in the Asian markets, driven by a growing demand for content among viewers.

“While there is no disputing that our love of traditional TV remains, advertisers must continue to adapt to our changing viewing habits. Online devices are offering more ways to access TV and video content, meaning that brands will need to adopt a more integrated online approach in order to engage consumers.”

Further findings from the study can be found here.