An ethnographic study with eye tracking, which investigates the distribution of attention to the various screens in multi-screen situations. In addition, these distributions are presented differentiated for multi-screen-situations with a commercial break or multi-screen-situations with ongoing TV content. Key findings: Overall, the attention is almost equally distributed in multi-screen-situations (TV 49%, digital screens 47%). Role reversal during the commercial break: significantly more intensive use of digital screens (TV 28%, digital screens 67%).
European markets covered: Germany
Get the slides here.