Multi-Screening Behavior Most Often Involves Unrelated Activities

In a new study [download page] of multi-screen engagement, Microsoft Advertising identifies 4 paths of multi-screening behaviors, finding that the most popular type is “content grazing” (68%), in which consumers use 2 or more screens to access separate or unrelated content. While this is akin to distraction behavior, many multi-screeners also use multiple devices to engage in “spider-webbing” (57%), where they view related content on multiple devices at the same time. (more…)